Audi

Astronaut created a marketing campaign for the launch of Audi A3 e-tron

Target:

Astronaut organized a special digital campaign for Audi in order to promote the launch in China’s market of the prospective and practical Audi A3 sportback e-tron.

Insight:

Audi A3 e-tron is a unique plug-in hybrid car developed by Audi. For this new car with unique technology and concept of environmental protection, we should focus on the concept of low emission and low fuel consumption during promotion of the car. We analyzed the users’ data and learned about the insights of recognition and purchase requisition of the audience towards the new energy cars. We promoted online the event of “Fuel-saving challenge” organized by Audi officially.

Description:

We initiated a marketing campaign called “Running into ‘e-tron’“(a robot image created by Audi) in internet and cities, taking advantage of virus video distribution, cooperation in multi-industries, social media interaction and augmented reality technology APP. Meanwhile, Astronaut effectively gained the purchase requisition of the users towards the new energy cars and the insights and recognition of the audience towards plug-in hybrid electrical cars, based on the analysis of the users’ data obtained in real time by Spayz data backend. This ultimately provided the client with valid data support for the launch promotion strategy making of Audi A3 e-tron.

Outcome:

In general, the series of campaigns for Audi A3 e-tron was very successful. Audi WeChat public subscription account “e-tron” saw 179,198 new followers, the augmented reality technology APP received 113,900 downloads. During the campaign the word “e-tron” had exposure of 5,896,000,000 in social media (till Apr. 1 2015).

Service

Analytics

Marketing monitoring:
- Social campaigns
- ATL campaigns
- Offline events

Lead generation:
- Sales leads
- Influencers

Audience insights:
- Brand learnings
- Product insights
- Customer life cycles