To do this we created a platform to share their stories: a new, regular Audi A8L-branded column in leading business newspapers and periodicals in which these highly successful individuals could be interviewed, revealing the secrets of their success. Twenty four leading businessmen were cherry picked to ensure they are perfect reflection of A8L’s “Progressive Vanguards” new product positioning.

An eye-catching “Progressive Vanguards” banner was placed on the front page of top business titles in China, drawing the attention of readers to turn to our tailor-made columns inside. To maximize our communication impact, we leveraged the impact of the columns through other media channels including special events and business conferences (events including ‘China Luxury Summit’, ‘China International Software & Information Service Fair’), gradually leading the target audience through to Audi A8L test drives.

The campaign delivered 45% savings compared with regular media buy.Sales of Audi A8L recorded a dramatic 35% increase period-on-period.Positive feedback has been received from various parties, including clients, consumers, and even key competitors, indicating that we have created a powerful and positive word-of-mouth around the Audi A8L.“The results of this campaign are more than impressive. It shows that our consumer insight is spot-on. The brand and the contents are perfectly associated. It perfectly delivers the meaning of ‘Progressive Vanguards’.”- Mr. Peter Wriebe (Vice President, Audi Sales Division, China)