Cannes Lions

AUDI A3

CP COMUNICACION PROXIMITY - PROXIMITY WORLDWIDE, Madrid / VOLKSWAGEN / 2004

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Overview

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Credits

Overview

Description

Have we got a twin soul somewhere? An enigmatic professor, Carlos Deatrés, sent a letter from a hotel in Stockholm to our targets raising this question. The scientist invited the targets to visit a website (www.gennextlabs.com/verify) to check this out by taking a test and a few days later he sent them a new dossier from his Stockholm hotel revealing the identity of the targets’ soul mate: the new Audi A3. They were also given a chance to test-drive the vehicle and get to know it more thoroughly at www.somosidenticos.com/A3.

Outcome

Of the 57,313 people to whom the initial letter was addressed, a total of 1,779 showed an interest in trying out the new Audi A3, giving a response rate of 3.10%. Of those responding, 289 ended up buying the car, giving a conversion rate of 16.24%. A telemarketing follow-up to the action revealed that 60% spontaneously remembered having received the campaign and that the awareness rate of the new A3 was much higher among the people who had received the campaign (73%) compared to a control group that had not received it (64%).

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