In 2003, Audi were looking to postion themselves as a brand women want to be seen driving. It was recognised that women have a great deal of control over the financial decisions in the home. i-vu provided this audience whilst they were feeling indulgent & relaxed.
Generate model / brand awareness of the Audi A3
To create dialogue with potential consumers via touch screen interactivity
To communicate the benefits of the A3
To be an innovator in marketing its products
Audi utilised i-vu's ability to provide both on-screen and off-screen opportunities. Adverts and sponsored content on-screen and postcards placed in prime positions within the salons. The female audience were able to view the new A3 model through a variety of interactive pages and gained knowledge to help them make an educated decision about the Audi A3.
This campaign proved to be quite impactful with a recall of 55%. The interactive response rate peaked at 11% with an average rate of 8.62%.
This campaign is an excellent example of how hard copy media, when used in conjunction with on-screen interactivity, is the best way to achieve brand recognition and increased recall rates.