Summary
During 2010, Audi UK and Somo began work on a mobile strategy to enable Audi to enter the rapidly emerging mobile market, using it to make information on its cars available to customers in an informative yet attractive way. The launch of the Audi UK mobile website has been followed by the Audi UK 24H app to advance of the 2011 Le Mans race. Throughout the campaign, Audi UK and Somo strive to incorporate leading edge technology, to maintain Audi UK’s position as a world-class brand.
The objective of the mobile site was to introduce Audi UK into the mobile market while maintaining Audi’s company vision and branding. The development of the site had to take account of the complexities of portraying a prestigeous brand on small handsets, in terms of the aesthetics of the site as well as its functionality.
This report covers Somo’s strategy behind the Audi application and the need for Audi to be interacting with customers via mobile. The report shows how innovation in mobile can significantly drive customer engagement, traffic and provide an excellent and effective marketing channel when used alongside existing channels, delivering specific measurable results that can provide a real return on investment.
About Audi UK
Audi is one of the world’s leading carmakers in the premium and supercar segments. Audi cars aim to delight customers with their outstanding, modern design, technological innovations and high build quality. The focus is always on the ambition to develop pioneering automotive concepts that therefore fulfill customers’ high expectations.
Strategy
The objective of this project was to introduce Audi UK into the mobile market and create a mobile site that was in line with Audi’s company vision and branding. The development of the site had to take account of the complexities of portraying a prestigeous brand on small handsets, both in terms of the aesthetics of the site as well as its functionality. This it did by creating a virtual showroom of Audi cars and allowing the customer to take advantage of the interactivity of the handset to view cars and access data.
Before building the site, Somo undertook a root and branch review of the Audi brand, heritage and history. We liaised closely with the client’s web agency and digital hosting company to ensure that we created a site that best represented Audi’s core values, but added mobile specific focus, so that the mobile site not only fitted within Audi’s brand, but also optimised Audi’s reputation as cutting edge and design led.
Objectives of the campaign
The objective of this project was to lead Audi UK into the mobile market and create a series of products aligned with their company vision – Vorsprung Durch Technik (which translates as ‘advancement through technology’).
Phase 1 of the mobile strategy is the delivery of the Audi UK mobile site, a cross platform smart-phone solution. The campaign is still ongoing and is being followed by the launch or further ‘events-related’ apps designed to maintain Audi’s position as a leader in mobile campaigns in the automotive industry.
The goal of the site is to increase awareness of the Audi brand and the products and services it produces, interacting with existing and potential new customers and allowing them to discover the world of Audi whilst they are on the move.
The target audience
The site is targeted at any mobile consumer interested in purchasing or finding out more about the Audi brand and range, who fall typically into the 25-54 age range. This age group makes up the largest users of smartphones in Europe, according to Comscore. The site was designed to appeal directly to this audience, while also attracting new users searching for Audi products on mobile browsers for the first time.
A large percentage of the traffic browsing the www.audi.co.uk comes from iPhone and Android devices so enhanced functionality was developed allowing users with these handsets to view full 360 degree CAD assets across the model range. This allows the customer to view a car from any angle and injects an innovative and fun element into the mobile site. This is the first time this technology has been used with an automotive mobile site.
Media channels or techniques used
The site invites the customer into a virtual Audi showroom, displaying the full range of Audi cars on a scrollable platform. Its combined functionality and design optimises Audi’s reputation as a leading edge automotive organisation; view pricing, specifications, related finance and offers, galleries, and video content. In addition, customers can view a used car locator, find their nearest Audi centre and access other mobile products and services such as the Audi magazine iPhone application and Audi sponsored events. It is like a showroom in your pocket.
Customer interaction is absolutely key to the success criteria of this product so to achieve this Somo integrated specific lead generation functionality for new and existing customers including the ability to register interest in new vehicles yet to come to market, request brochures for the complete vehicle range or register for test drives. The functions link directly into Audi’ CRM platform and customer service team to ensure all leads are followed up.
Timescales of the campaign
Prior to the design and build of the mobile site, Somo undertook a thorough review of the Audi brand, heritage and history. Once this was completed, Somo was able to design the site to ensure that it was complimentary with Audi’s other marketing work.
The mobile site was launched in January 2011.
Results
The goal of the site is to increase awareness of the Audi brand and the products and services it produces. According to Bango statistics, within three weeks of launch the mobile site was achieving over 10,000 page views and over 1000 unique visitors per day, prior to any publicity campaign.
Client testimonial
“We’re delighted with Somo’s work in designing the site for us,” said Hugh Fletcher, Audi UK’s national digital manager. “Somo has applied a new mobile technology in a truly innovative way that enables us to present our cars in a manner that is both eye-catching and which fits with our strategy of making our cars more easily accessible to both existing and potential customers via mobile devices.”
