CASE STUDY: Audi target ABC1 adults with radio
Provided by Bauer Media
Audi increase brand awareness by 36% with radio ads using stations broadcasting to cities with a big Audi centre presence.
What was the Challenge / Background of the Campaign?
Audi came to us looking to address some key issues. They wanted to target ABC1 Drivers 25-44 drivers and to raise Audi brand awareness and promote features of the A4, promote Audi as a prestigious and technically advanced brand ultimately driving footfall into Audi Centres and driving traffic to audi.co.uk
What was the Campaign Objective?
To raise Audi brand awareness, promote the latest A4 model. Drive traffic to the website and increase footfall to Audi sales centres..
What was the Solution?
As Audi wanted to drive dealership footfall and encourage visits to their website, a straightforward prolonged call to action radio campaign was recommended. We wanted to draw upon the relationships that listeners have with our stations in their local areas and concentrated on stations broadcasting to cities with big Audi centre presence - Glasgow, Leeds, Sheffield and Hull. A year long airtime 'drip' campaign consisting of two weeks of activity every month, averaging 7OTH per week.
What were the Results?
Awareness of Audi increased with 46% of listeners being spontaneously aware of Audi compared to 36% of non-listeners. The key messages of the creative got through with 71% remembering the reference to the A4 model. The activity has enhanced listeners' opinions of the brand - aligning it with BMW. Propensity to visit the Audi website and Audi Centre increased with 32% of listeners likely to go to a centre in the near future compared to 16% of non listeners and listeners being twice as likely to have visited the Audi website than non-listeners
What were the Key Learnings of this Campaign?
A drip strategy allowed the brand to establish consistent messaging to consumers, helping to increase levels of awareness especially top of mind. The message achieved cut through with site traffic increasing and recall for the A4 model.