Working with BBH, we’ve helped Audi super-charge commercial returns through selling more cars and increasing customer value and amplifying brand equity performance.

Impact

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

Challange

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.

3x

More new car sales compared to competitor brands

+6.8%

Increase on customer value

Desirability

Lead brand on this KPI amongst premium car owners

£2bn+

Incremental revneue

Solution

Cross agency collaboration, creative methodologies straddling workshops and ethnographic interviews & a daring strategy achieved this.

Creative research + daring strategy = commercial effectiveness.

Managing Partner at BBH London
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.

Services

Methodologies

Project Deliverables

• Quantitative Research
• Qualitative Research
• Cultural Insights
• Brand Strategy

• Ethnographic interviews
• Brand workshops
• Online communities

• Positioning strategies
• Targeting strategies
• Target customer pen portraits

Let's talk

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