The stickers were affixed to customers’ cars when they brought them in for routine Audi servicing. They also underscored the Audi Centres’ commitment to service and tied in perfectly with the Audi brand promise of “Vorsprung durch Technik”. The message therefore became the medium, making the campaign 100 per cent relevant and ensuring that 100 per cent of stickers reached Audi drivers. There were also knock-on effects: Audi lived up to its brand promise, demonstrated this to be the case in an impressive manner and ensured Audi drivers are reminded to change their tyres every year.

The result was extremely satisfactory. In 2013, 5,000 stickers were distributed amongst 40 Audi Centres at a price of €0.38 per sticker. Change Assist was therefore exceptionally cost-effective and achieved maximum impact with maximum relevance. The stickers were affixed to customers’ vehicles at servicing and inspection appointments and did their job: 64% of customers responded positively to Change Assist and switched to Audi Genuine winter tyres on time, with 32% of customers even buying new Audi Genuine winter tyres. In 2014, Audi plans to distribute 50,000 stickers amongst 150 Audi Centres.