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
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.
Target customer pen portraits