With the new A5 Cabriolet due to arrive in Audi dealerships, sales of the A4 Cabriolet Final Edition became critical. A multi-media programme was put together to drive footfall into dealers and an attractive finance package to convert these into sales. The campaign used national press and online search as well as radio, but vital role radio played was to create a high frequency of message amongst those in market, reach out and create awareness amongst those who might be hesitating outside the market, and drive browsers online to see the details of the offers on Audi's site.
National radio was augmented with the local and regional campaigns focused around the territories of dealerships in order to generate maximum footfall into the showrooms. The activity was tightly focused into two weeks of March 09, concentrated in the latter week and the weekend.
Across the 2 weeks of the campaign, dealerships' levels of 'New Contact Footfall' increased dramatically - for the A4 Cabriolet specifically it was over 90%
RAB Commentary: Good tactical use of radio to provide urgency and multiplier effect to maximise response. "Radio is the core element of the footfall-driving centre event package we deploy" James Millett, National Communications Manager, Audi