Audi’s UK growth had come from its lower end, less expensive cars. It aspired to sell more cars to higher value customers. Using a strategic idea of the ‘progressive premium’, Audi launched a programme entitled 'Beautiful cars with amazing brains' to communicate the desirability and technical innovation of its cars to higher spending users across various channels.
Partnering with its long-term agency, BBH, the brand aired a series of well-received TV adverts, such as 'Clowns' and 'Spin', and deployed messaging across digital channels, print and in customer communications, to emphasise its cars were top performers as well as featuring sophisticated technology.
Following the activity, Audi became top for desirability among the prestige audience. Sales volumes grew three times faster than the UK market. Between 2015 and 2017, an estimated £1.78bn of incremental revenue was generated and the profit ROMI (Return on Marketing Investment) was £2.07 for every £1 invested.
Benjamin Braun, Marketing Director, Audi, said:
"With 'Beautiful cars with amazing brains' we went a different way, we dared to be simpler and more emotional in our communications. And it worked."
This case won the Grand Prix in the 2018 IPA Effectiveness Awards.