We believed that the concept of using Audi's experience in creating the car of the future was such a potent one that it was decided to back it. It would furthermore contribute to make the whole campaign a coherent and united one, creating synergy effects between the different means and medias used.The campaign was divided into four phases: INIVITATION, before the launching, of 35 VIP clients (owners for more than two years of the previous A8 model) to visit the Ingolstadt plant where the new A8 is manufactured … What better way is there to get to know a vehicle than to visit the place where it is born.MAILING TEASER to public opinion leaders, to Audi Class customers with high purchasing power and to potential external customers … Now is the best moment to begin again.MAILING SOLUTION, inviting them to do a test drive … The best presentation of the great Audi sedan sports car.

FOLLOW-UP Telemarketing of the people who were sent the mailings and did not phone to do the test drive.

Out of the 35 people invited to visit the Ingolstadt plant, a 100% assistance was achieved.Out of the 10,000 selected registers (owners of upper range vehicles that are between two and seven years old and external registers with the same profile as the Audi customers) 165 people interested in the new model (2%) called the platform, and out of these 96 did a test drive. A conversion rate of 6.6% was achieved (11 vehicles sold). Investment: €199,031.43.Cost per dispatch: €11.90.Cost per answer: €721.40.Cost per client: €10,821.04.A ROI of 148.19% was achieved.Mean price for an Audi A8: €80,176.