Audi: The Sweet Spot - Sheep

Credits & Description:

Agency: Bbh China Ltd.
Brand: Audi Q3
Country: China
Chief Creative Officer: Johnny Tan
Executive Creative Director: Yu Kung
Strategic Planner: Matt Nolan
Head of Business Development: Elvis Li
Senior Account Director: Andrew Hu
Senior Account Executive: Mika Mao
Associate Creative Director: Lucy Dale
Associate Creative Director: Jenny Jin
Assistant Art Director: Carrol Shen
Associate Creative Director: Mark Nicholson
Copywriter: Jimmy Chen
Synopsis:
This case study explains how the Audi Q3, China’s market leader in the sub-compact SUV category fought off fierce competition with an insightful understanding of what its urban audience really wanted. • The BMW X1 – the Audi Q3’s main rival – had just released a new version of the car with notable innovations • The Audi Q3 lacked such advances, so we had to rely on fresh driver insights and hyper-targeted communications to keep the Q3 crown • By traveling to showrooms and interviewing sales staff and prospective buyers, we discovered who our audience really is, what they really want in a compact SUV. • In doing so, we broke from clichéd communications in the category and elevated interest in the Q3 within an increasingly competitive market segment • As a result, the Audi Q3 remained market leader with dramatic growth in showroom traffic and sales that exceeded forecasts, with a highly efficient marketing spend