Working with BBH, our research findings informed a new strategic direction and a change in the way they speak to their consumers – leading to an increase in sales, customer value and brand equity
Premium car sales were declining and Audi’s brand desirability & distinctiveness was falling.
To solve this, Audi had to sell more cars to Affluent car buyers. This meant Audi needed insight to know how to communicate to this complex audience effectively.
More new car sales compared to competitor brands
Increase on customer value
Lead brand on this KPI amongst premium car owners
Cross agency collaboration, creative methodologies straddling workshops and ethnographic interviews & a daring strategy achieved this.
Creative research + daring strategy = commercial effectiveness.
You want great research to really get to what people are feeling – but you also want the confidence that’s true of market, not just the tested group. This project delivered both. We got colour, texture, hopes and dreams about people’s lives and cars from an ingenious new approach and were able to validate that at scale to help position Audi for further success.
• Quantitative Research
• Qualitative Research
• Cultural Insights
• Brand Strategy
• Ethnographic interviews
• Brand workshops
• Online communities
• Positioning strategies
• Targeting strategies
• Target customer pen portraits