The main challenge of this campaign was to beat the high rate of loyalty for this kind of vehicles and to be able to compete with the rest of the secured brands in this segment.What limit is better than the sky? This is how we presented the brand’s new vehicle, inviting our target audience to phone the platform to carry out a vehicle test.A follow-up telemarketing was carried out on those customers who did not phone the platform, in order to find out and group the reasons why they did not respond to our contact. This way we are able to update our database and maintain the quality of the information about the Audi customers.

Investment: 15.600 euros.No. Despatches: 700 (190 Cabrio owners, 374 wives of owners of an upper range Audi model and 134 TT Roadster owners).

Redemption: 14%, 98 interested, out of which 28 did the test drive.

Conversion: 5% (five vehicles sold between May and September of 2002) Cost per despatch: €22.29Cost per answer: €159.18Cost per client: €3,210Mean price for an Audi Cabrio: €38,685The ROI of the activity was: 247.98%