Cannes Lions

AUDI CLASS PROGRAMME

CP COMUNICACION PROXIMITY - PROXIMITY WORLDWIDE, Madrid / VOLKSWAGEN / 2003

Overview

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Overview

Description

The aim of this programme is to create a connection with the customer, cementing the relation between Audi and its customers by using innovative messages and mediums that are personalised for each model, and which aim to make the customer connect with the brand beyond the car that he/she drives.

For this reason, a series of automatic activities takes place once the order is placed and a sedries of others takes place at appointed times.

The automatic activities are: • The pre-welcome activity, where the customers, 15 days after placing the order, receive a message explaining the manufacturing process of their Audi car.

• Delay management, which consists in a token from the manufacturer if the vehicle is not delivered on time.

• Welcome Pack, which consists in agenda explaining the Audi Class programme, the numbered Silver Bullet keyring which makes it possible to return the keys if they are lost, and the qualification questionnaire to get to know our customers better for future contacts.

• Finally, there is the Dispatch of the Definite Card, the card that identifies the customer as a member and allows him/her to make use of these offers. The other activities that take place at appointed times, such as the Birthday Greeting, the Christmas Greeting and the Audi Magazine.

Outcome

During the months of April and May 2002, two market studies were carried out in order to assess the results of the programme. These provided the following information: Qualitative results: Brand satisfaction: 57.7% are very satisfied or satisfied, and only 1.2% are unsatisfied.

Recommendation to others: 79.5% would surely recommend the brand, and 1.7% would probably not do it.

Intent of purchase: 41% would definitely purchase an Audi; 36.2% would probably purchase; and 8.8% would probably/definitely not.

Quantitative results: Between 1999 and 2002, the increase of the ratio of repurchasing went up by 5 points, from 35% to 40%.

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