• Situation

It’s almost impossible to grab someone’s attention, due to the huge number of distractions users can find online. But it’s easy to engage car lovers just by speaking their own language: cars. That’s why on the Audi social channels, no content scores as high as photos of Audi RS models.

• Brief

We wanted to help those who struggle to communicate with our fans by demonstrating that the best way to engage them is by showing our performance cars. This way everybody can speak to car addicts again.

• Objectives

Increase interactions with the fanbase and strengthen Audi RS models as top of mind brand in the performance car category.

We engaged our fanbase by showing them what they love most: performance cars. We developed a Messenger tool to allow everybody to grab our fans’ attention thanks to RS models ready to deliver any kind of message: they can ask Audi for a video with the message they need to send, which pops up after some car-porn action. Then they can share it with friends.

• Data gathering

Audi fans love performance car content, RS models more than anything else. They achieve an average engagement rate 67% higher than any other content.

• Target audience (consumer demographic/individuals/organisations)

Our core audience was the Audi Facebook Fan base (1.7 m) and all Italian performance car lovers.

• Relevance to social platform

We've provided fans with the content they love most, giving them the opportunity to customize it and use it as a tool to boost their daily messaging activity.

• Approach

We exploited the potential of Messenger chatbots to create a tool capable of both fueling the passion for Audi sports cars and actively engaging users in creating and sharing personalized branded content that, starting from Messenger, could live on multiple platforms and reach a wider audience.

• Implementation

We developed a chatbot for the Audi Italy Facebook page: users request their video-message and receive a video with the message they need to send, which pops up after some car-porn action. Then they can share it with Audi-addicted friends.

We launched the campaign on the Audi Facebook page, obviously, but also with an outdoor stunt: an Audi R8 in the streets of Milan made pedestrians turn their heads and read funny messages it had on its doors.

• Timeline

The campaign was launched in November 2018. The tool is still working and keeps providing our fans with RS models to send any kind of message.

• Placement

The campaign was implemented on Audi Italy social channels and in the streets of Milan.

Conversations with our fans +1900%;

Audi Italy social interactions 3M;

10k videos generated.