Audi A8
Test Drive Campaign
When working with Audi to launch their new A8 - a premium, luxurious saloon - we identified that the target audience was high net worth individuals and past & existing Audi customers. This group is notoriously difficult to make contact and engage with due to their busy lifestyles, so how we were we going to encourage them to take a test drive?
Our thinking centred around the idea of 'exclusivity' - we developed a premium personalised invitation that communicated the very exclusive test drive offer and directed recipients to a dedicated website where they could self-book a test drive at a time & location that suited them. The campaign was highly successful and saw test drives taking place nationwide.