Audi GPS: Geopositioned Stories, the first GPS designed for losing yourself.

To celebrate its birthday, customers were given the experience to drive around an open-air museum: Over 400 km and 480 minutes of narrated routes for getting carried away throughout cities all around Spain. In them clients could discover and listen from their vehicle to over 1,000 curiosities and surprising stories from over 180 streets in 8 Spanish cities.

Due to the growing economic crisis, the budget allocated by Audi to its loyalty-building programme has been considerably reduced. Given this situation it was no longer possible to invest in CRM actions based on incentives, invitations to events or give gifts of experiences such as snow driving courses in Scandinavia.But, how do you offer an experiential gift to over 200,000 clients that can fulfil their current expectations with a reduced budget?

Main objective of the campaign achieved: the cost of incentives of the loyalty-building programme was reduced by 65%, while maintaining the customer satisfaction level at 28%.96% of the clients who accessed the site downloaded at least one of the routes and toured the cities on the site in an average of 11 minutes.These data represent more than 5.4m minutes of geopositioned stories downloaded and over 360,000 km covered during the 6 months of the campaign.

To congratulate clients and present the special Audi GPS, a mailing was sent out along with a personalised emailing with the postal address of the client which indicated the closest route to their home.

To personalise the experience further, they were offered, via a site based on an interactive map, the option of downloading any route from the shortest to the longest, inviting them to let themselves be transported through myths, legends, stories from the past and the present, mistakes and curiosities related to the cities through which they were driving.