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ON THE FLY
Squeezing onto the shortlist
Ajax, Ont.-based Audi Canada presented MBS Toronto with a challenge: get the Q7 luxury SUV – the newest and
least-known entrant in the category – onto the buyer’s shortlist of two or three cars. In a week.
Goal
To come up with a plan that would put the Q7
on the shopping list of prospective buyers.
Target consumer
Older, affl uent adults, likely the current owners
of luxury sedans and/or SUVs.
Insights and strategy
Newspapers and online are the media of choice
for consumers ready to buy. But the clutter of
automotive advertising in these media makes
it diffi cult to stand out. MBS Toronto needed to
get the newcomer in the target’s face – fast. The
strategy called for disrupting the status quo in
order to “squeeze” the Q7 into the shortlist.
The plan
In just one week in July, the team planned
How to get a car noticed
Audi planned to launch its luxury R8 in September, 2007, so the MBS
Toronto team saw an opportunity to create excitement by showcasing it
during the Toronto International Film Festival (TIFF).
Goal
To build brand preference and maximize exposure for the launch of the R8.
Target consumer
Luxury consumers aged 25 to 54 – sporty, sophisticated and progressive.
Insights and strategy
Celebrity endorsement is part of Audi’s global strategy, and TIFF was
seen as the perfect opportunity to associate the brand with high-profi le,
star-studded events. The problem was that another automotive brand was
TIFF’s offi cial sponsor. And the budget was $200,000.
and executed formats to bring the Q7 to the
forefront of any SUV discussion, including
front-page wraps in Toronto, Montreal and
Vancouver papers; home-page placements
on MSN & Yahoo; and follow-up with standard
formats through the campaign.
The wrap format (a fi rst in the automotive
category) drove the creative messaging, which
ran with the teaser “Don’t buy an SUV” on
the cover, followed by a full page that added,
“(Until you’ve seen the Audi Q7).” Online
placements also led with the same teaser
followed by the vehicle reveal.
Results
One week into the campaign, there were
spikes in online visits, showroom traffi c, test
drives and sales.
Credits
MBS (MediaCom): Sunith Lobo, account director
Audi Canada: Doug Clark, director of
communications, marketing and PR
Lowe Roche: Geoffrey Roche, CD; Patrick
Shing, AD; Ryan Spelliscy, writer
CHEAP AS CHIPS
The plan
The team negotiated directly with movie studios to provide Audis for TIFF
stars, established magazine sponsorships and arranged for Wire Image
photographers to take photos that were used around the world. And at
Hello’s TIFF party they caused a sensation by suspending an R8 over a pool.
Results
For the cost of one-and-a-half R8s, they delivered a 2:1 ROI, plus an
immeasurable amount from the celebrity endorsement. And Brad Pitt liked
the car so much that he bought one.
Credits
MBS (MediaCom): Misa Kim, VP promotion and sponsorship marketing;
Sunith Lobo, account director
Audi Canada: Doug Clark, director of communications, marketing and PR