Audi Toy Service, the first after sales service for toy cars.

A real service that helped to emotionalize and generate a buzz around another service, namely car after sales, which was not being valued in the same way.

A real, free service with the same repair service offered to “adult” cars, the same previous appointment system and even the same order tracking system.

Audi Toy Service generated a change in customer’s perception not only about the after sales service, but also about the place where these services were being offered, turning the garage into a “place to visit” even with family and during Christmas. Even if you don’t have / don’t want an Audi.

Furthermore, it launched a message to society based on remembering the value of taking care of things instead of systematically changing them. A message that, since Christmas is a time of high consumption - achieved excellent acceptance among the mass media that created an echo to help us reach a wider audience.

In this way, official Audi services (garages and dealerships) not only reached Audi customers but also BMW, Mercedes and Renault customers as well.

A different way of showing the dedication and care that Audi dedicates to its products and of attracting mass and family target audiences - who are the core targets of the brand - to their points of sale. All of this was achieved without offers or changing the dealerships, just with an idea.

Audi Toy Service helped to emotionalize and generate a buzz around another service, car after sales, which was not being valued in the same way. Moreover, it changed the customer’s perception not only of the service but also of the place where the service was being offered, turning the garage into a “place to visit” even with family and at Christmas.

Audi Toy Service was launched for Audi customers but was then rolled out to the general public. In this way, official Audi services (garages and dealerships) not only reached Audi customers, but also BMW, Mercedes or Renault.

Using this strategy over 1,500 toy cars were collected in three days and, more importantly, traffic in the Audi Sales and Service Center increased by 30% during one period, namely Christmas, which usually sees a decrease of 65%.

We carried out a study before and after the campaign and discovered that 20% more customers rated after sales services positively after the campaign and that Audi brand loyalty had increased by a 24% and up to 48% among those who had had their toy cars repaired. It happened the same with the brand consideration- amongst no-clients- it increase by 24%.