The stickers were affixed to customers’ cars when they brought them in for routine Audi servicing, meaning that drivers got a surprise at that right time and in the right place. One knock-on effect was that Audi lived up to its brand promise of “Vorsprung durch Technik” and demonstrated this to be the case in an impressive manner. What’s more, it ensured renewed activation of Audi customers each year.

The result was extremely satisfactory. In 2013, 5,000 Change Assist stickers were distributed amongst 40 Audi Centres at a price of €0.38 per sticker. The stickers were affixed to customers’ vehicles at servicing and inspection appointments and they reached their goal: 64% of customers responded positively to Change Assist and switched to Audi Genuine winter tyres on time, with 32% of customers even buying new Audi Genuine winter tyres. In 2014, it is planned to distribute 50,000 stickers amongst 150 Audi Centres. Change Assist was therefore exceptionally cost-effective and achieved maximum impact with maximum relevance.