CASE STUDY Selligent Launch for Audi A3 Sportback - A CRM Love Story
COMPANY Audi INDUSTRY Automotive The Customer Audi AG is a German automobile manufacturer that designs, engineers, produces, markets and distributes luxury automobiles. Audi oversees worldwide operations from its headquarters in Ingolstadt, Bavaria, Germany, but Audi vehicles are now produced in facilities worldwide. This story takes place in Belgium. A new model was being rolled out the Audi A3. Audi wanted to leverage the PR from the annual Brussels motor show a major regional auto event in order to reveal the new model to the market and generate qualified prospects. The car itself wouldn t be available in March, the auto show was in January. The goal was to build and maintain interest over the months between and drive customers into local dealerships as soon as the car was ready for sale. AGENCY Emakina Direct GEOGRAPHY Belgium PROGRAMS New Product Launch Customer Acquisition Lead Generation RESULTS/ KEY FIGURES More than 100,000 visitors 19,000 video views 9,000 A3 Sportback configured More than 10,000 qualified leads Average Open Rate: 83% Average CTR: 60% AUDI WAS ABLE TO TARGET PROSPECTS DIRECTLY AND BASED ON THEIR INDIVIDUAL INTERESTS THANKS TO SELLIGENT S INNOVATIVE FEATURES Ramses Bossuyt, CRM Manager D Ieteren
The Challenge Experience had taught Audi the best way to sell a car with a sleek new design and custom engineering was to allow the driver to sit in the car. Therefore, the first step to selling success meant getting as many customers behind the wheel as possible. There was only one problem They had no car. Showroom models didn t exist. Customers couldn t open the door, peer inside and see the new features. They couldn t drive the machine or experience the feel of the engine. Pricing information wasn t available. There was no way to promote value, since costs and offers hadn t been finalized. Lengthy roll-out was planned. There were months of lead time between the campaign kick off and the purchase opportunity.
The Approach Audi knew the way to the customer was through a relationship, a meaningful one that would carry their desire through the months of longing not a one night stand a one life stand. So they set about digitally designing a courtship between car and customer Audi selected the agency Emakina and the Omnichannel platform Selligent to create a highly personalized multistaged engagement experience that would inspire and nurture a deep connection to the car and the brand. THE DIGITAL TEST DRIVE First up was an interactive experience an online minisite where customers could first design and then drive the car of their dreams. Effectively put their hands on the wheel and take it out for a spin without ever leaving their seat. Digital Test Drive was promoted in an integrated campaign that leveraged email, social networks, online banner ads, TV and radio spots, as well as features in the Audi Magazine. CONTENT STRATEGY We had to make sense of the data in order to use it to continue building on the relationships we started. We considered the way that people typically evaluate cars and recognized there were three main consideration factors. ENGINE INNOVATION DESIGN Then we looked at attitudinal characteristics that mapped to each of those categories. And from this we built out the algorithmic model to score the responses and click behavior on each profile to associate it to a content taxonomy and ensure that each person would be targeted with messaging about the car that would resonate for them. CONTENT STRATEGY Each person who took a Digital Test Drive received a thank you report that featured their dream car including the exterior and interior styling they selected. Content highlighted aspects that were most likely to respond to depending on how they scored against the model. All their clicks from the emails also went back into the database, back into the model and impacted their qualifications. DATING CONTINUED Along the way of the experience, each twist or turn introduced new features of the design and a dialogue ensued. From the moment the online ignition was engaged the site asked a steady flow of questions that fed directly into the database. Based on all data gathered, we profiled leads to identify those with the highest propensity to buy and created a VIP invitation campaign to entice them to attend the annual motor show where they would be able to interact with their specific car in a 3D kiosk. Sitting in an Audi seat they refine their custom built car and have a unique interactive experience. PERSONAL DATA CAR PREFERENCES BUYING INTENTIONS All captured data was fed directly into the database and associated to the customer s profile. This included responses from the Digital Test Drive, as well as behavioral response to emails, ads and social posts.
The Results Nearly 10% of all people who visited the site configured the car for a Digital Test Drive. This resulted in over 10,000 qualified leads who were brought in for actual test drives. This program could not have succeeded without real time data management, complex analytics and segmentation capability, and lifecycle automation. It was a strong example of the relationship between a brand, a product and a solution.. 60% 10.000+ AVERAGE CTR QUALIFIED LEADS SELLIGENT INC. 1177 Avenue of the Americas New York, NY, 10036 + 1 212 541 0771 SELLIGENT SA Avenue de Finlande 2 1420 Braine-l Alleud Belgium +32 2 808 89 09