Cannes Lions

RELAUNCHING AUDI CLASS RED

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

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Overview

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Overview

Description

We impressed the dealers with a most distinctive despatch: a box containing a message inviting them to discover it and the brand itself 'Something to remember: your customers and Audi Class'.

Once opened, the box contained a frame with a picture representing the Audi Class customers, the people the dealer cares about and works for.

This picture was followed by information about the programme, in which the most important aspects were emphasised on post-its, making it easier to remember this information. After this, the dealer was confronted with some 'exam' questions on the most relevant information about Audi Class, which, if answered correctly, would allow him or her to enter into the competition for a fantastic prize: a journey to anywhere in the world.

Outcome

Production: €50,000The despatch was carried out to the 846 authorised dealers of the Official Audi Dealers' network.Answers received to the Audi Class questionnaire: 456 (54%).

Correct answers: 153 (34%).The winner, thanks to his/her knowledge of the Audi Class Programme, travelled to Australia for 15 days. At the moment, the photo frame, which contained the box that was sent to him/her, is being put on show in the winner’s work place, with one of the most amusing photos from the journey.

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