Access Granted

Access%Granted A"Multicultural Marketing"Proposal

Veronica"Marshall April"30,"2018

Today’s Roadmap 1.

2.

3.

4.

5.

6.

7.

8.

What'We'Know The'Assignment The'Landscape Customer'Profile Creating'Loyalty,'Driving' Sales The'Big'Ideas Measuring'Success Q&A AUDI%/%02

What%we%know Currently%under%index%in%all% priority%markets%among%big83%– African%Americans,%Latinos%and% Asians

Shotgun%approach%ineffective%at% reaching%POCs%in%compelling% way%that%generates% consideration,%conversion%and% brand%loyalty

BMW%and%Lexus%out%pace%Audi;% more%established%brands%with% dedicated%multicultural%in8house% teams%and%agency%support

We%are%a%challenger%brand;% limited%budget%allocated%for% multicultural%activities,%resulting% in%decreased%market%share% among%POCs

Right8now%opportunity%to% connect%with%untapped%markets% to%drive%awareness%of%new%SUV% and%re8designed%sedans%in%FY19

No%luxury%brand%doing% multicultural%marketing%right,% but%Audi%has%opportunity%to% lead%category

AUDI%/%03

To#be#successful#in#positioning#Audi#as#a#luxury#vehicle#of#choice# among#people#of#color#we#have#to:# GET$PEOPLE$WHO$DO$THIS:

TO$COVET$AND$BUY$THIS:

How: • •

Engage$with$multicultural$consumers$through$authentic$connections$in$priority$markets$and$beyond Drive$awareness$and$intent$to$purchase$by$elevating$reJdesigned$A6$and$A8$as$well$as$launch$of$new$Q8$(FY$19) AUDI&/&04

The$ Landscape

AUDI%/%05

Our,competitors,are,doing,it,slightly,better…

BMW: The,Ultimate,Driver, Experience

LEXUS: Black,Panther Credit:(Lexus

Credit:(Jen(Jean,Pierre

MERCEDESGBENZ: Get,A,Job Credit:(Mercedes,Benz AUDI%/%08

…but+we+have+something+they+don’t Audi%has%ambitions%bigger%than%its%current%resources%allow%but%we’re%prepared%to%do%more% with%less.%In%fact,%we%see%the%traffic%jam,%complete%with%rubberneckers,%and%we%make%a%U= turn.%Why?%Because%being%a%challenger%is%less%about%business%enmity,%and%more%about%a% desire%to%take%a%page%from%our%heritage%and%progress the%category%in%a%way%that%not%only% garners%attention%but%adds%value.% We%aren’t%necessarily%striving%to%be%number%one;%second%or%third%will%suffice%– for%now.%But% to%defy%the%presumptive%leaders,%Audi%can%no%longer%be%a%general=market%player.%To%change% how%people%of%color%research,%shop%and%purchase%luxury%vehicles,%Audi%must%take%a%stand% and%give%them%something%to%believe%in.% And%while%we%won’t%be%all%things%to%all%people,%to%the%right%people%we%can%be%all%things.%

AUDI%/%09

Customer) Profile

AUDI%/%10

PathAtoApurchase

AFRICAN' AMERICANS 1. Price 2. Reliability 3. Quality

ASIAN'PACIFIC' ISLANDER LATINOS 1. Quality 2. Reliability 3. Features

1. Features 2. Quality 3. Price

AUDI%/%11

Purveyor(of(culture Beats&are&how&he&expresses&himself&and&the&society&around&him.&Self8made&but&doesn’t&forget&where&he&came&from,&this&purveyor&of culture&is&ever&reminded& that&where&he&wants&to&go&takes&hard&work,&perseverance&and&a&steadfast&belief&in&himself.&His&other&goal:&reach&back&to&those&behind&him&to&ensure&the& culture&continues.

DEMOGRAPHICS: • • • •

30845 African&American College&Educated,&Street& Groomed Urban

ATTRIBUTES:

ACTIVITIES:

REASONS(TO(BELIEVE:

ONRAMP(TO(BRAND:

• • • • •

• • • • • •

•

• •

Entrepreneur Progressive Influential Game&Elevator Role&Model

Music Basketball Happy&Hour Networking Mentorship Philanthropy

• •

Luxury&car&equals&success&and& status Individuality&is&non8negotiable Life&is&better&with&friends&but&not& an&entourage

Audi&A5&Sportback Audi&S5&(upgrade)

AUDI&/&12

The$new$initiate A$first$generation$college$graduate,$her$parents$always$told$her$that$with$hard$work$comes$great$reward.$And$after$15$years$of$putting$in$her$time,$she’s$finally$ made$it$– a$partnership$seat$at$a$male?dominated,$all?white,$highly?coveted$real$estate$firm.$It$is$not$lost$on$her$how$many$people$helped$her$get$to$where$ she$is,$but$she$knows$to$stay$here$she$must$remain$at$the$top$of$her$game.$She’s$up$for$the$challenge$and$for$whatever$the$future$brings.

The$ Landscape

DEMOGRAPHICS:

ATTRIBUTES:

ACTIVITIES:

• • • •

• • • • • •

• • • • •

40?45 Latina College$Educated Suburban$(living),$ Urban$sensibilities

Independent Change$agent Conscientious Proud$of$heritage Trendsetter Ground$breaker

Dancing Food/wine Reading Self?help/Learning Sponsorship

REASONS$TO$BELIEVE:

ONRAMP$TO$BRAND:

• •

• •

•

Life$happens$in$her$car Validation$is$good,$but$ individual$sense$of$style$is$ better Saving$for$rainy$day;$practical$ beats$flashy

Q5$ SQ5$(upgrade)

AUDI&/13

The$early$adopter Food$is$how$his$mother$showed$her$love$for$her$family.$So,$it’s$no$surprise$you’ll$find$him$ at$a$farmer’s$market$at$5:30$a.m.$looking$for$the$freshest$ingredients$for$his$James$Beard$ awardAwinning$Malaysian$fusion$restaurant.$The$best$ingredients$equal$good$food$and$ good$food$means$love.$Being$recognized$as$the$youngest$chef$to$win$such$a$high$honor$ wasn’t$easy.$It$took$vision.$It$took$resilience.$It$took$an$unshakeable$spirit.$It$means$being$ invisible$wasn’t,$and$still$isn’t,$an$option.$

DEMOGRAPHICS:

ATTRIBUTES:

ACTIVITIES:

• • • •

• • • • • •

• • • • •

25A40 AsianAAmerican Culinary$trained,$no$college City$(Korea$Town)

Food Friends/Family Technology Travel Environmentalist

REASONS$TO$BELIEVE:

ONRAMP$TO$BRAND:

•

• •

• • •

AUDI&/&14

A$hustler Uncompromising Go$Getter “No”$is$not$an$answer Minimalist Visionary

Driven$by$practicality;$doesn’t$ sacrifice$style Values$image$as$self$expression First$to$embrace$technology TwoAcar$household

Audi$Q7$(family) Audi$TTRS$(fun/reward)

Creating)Loyalty,) Driving)Sales AUDI%/%15

There’s'a'difference'between'brands' that'are'coveted'temporarily‌

and'coveted'brands'that'endure

AUDI%/%16

The"formula

(

Quality*Product*+* Strong*Sense*of*Identity*+ Understanding*Consumer Needs/Interest*+ Compelling*Idea*+

)

x

Consistent,*Engaging,* Inclusive*Marketing

=

Enduring"Brand

A"brand"that"multicultural"consumers" covet,"own"and"champion!

AUDI%/%17

But$it’s$about$more$than$insert$brown$face$here$or$translating$English$into$Spanish.$It’s$ about$connecting$authentically$through$our$brand$strategy,$advertising$and$media$ development,$retail$marketing,$experiential$initiatives/partnerships,$CRM,$branded$ entertainment$and$the$Audi$social$media$strategy.$Why?$Because…

CULTURE

Is$a$human$truth,$not$an$appropriation

RACE

Is$an$identity,$not$a$costume

DIALECT

Is$an$exchange,$not$a$translation

AUDI%/%18

When%you’re%young,%you%can%be%anything%you%want%to%be.%But%one%day,%you%learn%a%valuable%lesson%– that%getting% from%here$to$there$on%the%merits%takes%grit,%perseverance%and%hustle.% But%whether%it’s%the%boardroom,%the%ivy>league,%or%a%gated%community,%people%of%color%want%what%everyone% wants%– access.% Access%is%power%and%power%is%influence.%Access%is%the%difference%between%life%and%death;%unfulfilled%potential%or% the%American%dream;%and%equality%or%disparity.% The%inalienable%truth%is the%pursuit%of%access%challenges%us%to%rewrite%(sometimes%break)%the%rules.%It%fuels%an% uncompromising,%individualistic,%and%trend>setting%spirit.%The%same%spirit%that%sets%Audi%apart%on%the%racetrack% and%the%open%road.% Because%the%road%between%ambition%and%success%is%measured%by%opportunity,%Audi%is%giving%an%untapped,%often% forgotten,%market%unfettered%access%to%progress%and%innovation%with:

ACCESS%GRANTED And%in%return,%an%often%elusive%market%will%grant%Audi%access%to%their%culture,%offer%credibility%and%give% consideration.%A%win>win.% AUDI%/%19

Through'an'inclusive,'multi3city'experience,'Audi'will'give'tastemakers' of'color'an'up3close3and3personal'view'of'the'brand'all'while'igniting' conversations'and'changing'perceptions'among'the'who’s'who'of'New' York,'Los'Angeles'and'Miami.'

Access%Granted: • Is'the'“idea”'behind'the'program • Allows'for'a'campaign'(consistent,'on3going'communication'instead'of' short3term'executions) • Speaks'directly'to'the'reasons'to'believe • Provides'social'context'for'consumer'discussion • Generates'interest'in'and'conversation'around'Audi'

AUDI%/%20

Bringing&it&to&Life AUDI%/%21

ACCESS%GRANTED

is%an%upscale,%invite7only%series%of%events%for%the%who’s%who%of% New%York,%Los%Angeles%and%Miami.%A%celebration%of%food,%music%and%culture,% tastemakers%will%experience%Audi,%personified.%

CULTURE

AUTHENTICITY

CONVERSATION

SHOWCASE

Pay&homage&to&race,&dialect&and&culture& through&a&celebration&of&food,&music& and&heritage.&

Don’t&try&to&be&what&we’re&not.&Access& Granted&gives&us&permission&to& celebrate&what&makes&diversity&great&in& an&organic&and&compelling&way.&&

Access&Granted&isn’t&about&selling&cars,& it’s&about&building&relationships&one& conversation&at&a&time.&The&reward&– mutual&respect&and&admiration.&&

Introduce&to&some&and&remind&others&of& the&breadth&and&depth&of&Audi’s& portfolio&– with&focus&on&new&and&reB designed&portfolio.& AUDI%/%22

Access%Granted: AudiArt A"celebration"of"the"beauty"and"ingenuity"that"is"Audi."AudiArt"will"give" our"new"flagship"SUV"and"re;designed"A6"and"A8"the"iconic"place"in" pop"culture"it"deserves."

AudiART%is"a"confluence"of"art,"music"and"culture"meant"to"capture"the" spirit"and"passion"of"the"brand"through"the"lens,"brush"strokes,"and" media"of"rising"talents,"genuine"discoveries"and"established"artists."

AUDI&/&23 HARMAN&/&06

AudiART: How+It+Works Love+it+or+hate+it,"art,"like"cars,"finds" its"beauty"in"the"eye"of"the" beholder."An"after"work"affair" inspired"by"the"paintings," sculptures,"installations," photographs,"films"of"a"new" generation"of"emerging"stars"and" renowned"artists. .

A+curated+experience+hosted+by+ influential+people+of+color+with"a" passion"for"art"and"culture,"e.g."

Kadir&Nelson&and&Evita&Robinson."

Impromptu"artist"talks,"live"art" creation,"music"and"food"create"an" experience"to"remember. ."

Creation+of+AudiART+book+and+ collector+piece.+Book includes" available"works,"an"overview"of"the" brand"and"featured"vehicles."

Renowned"artist"creates"Audi? inspired"collector’s"piece;"Audi" featured"as"custom"art"installations.

Silent+auction+of+selected+works."

Donate"proceeds"to"NYC" organization"aligned" with"mission"(e.g."engineering," design"students).

AUDI"/"24

AudiART/outcomes

CREATE

authentic,/organic/ dialogue

PROVIDE

experience/for/&/by/ POCs

BEGIN/

Social/ discussion

DISRUPT

external status/quo

AUDI/&25

Access%Granted:%Wine%&%Love% Because'who'doesn’t'love'wine'and'food,'especially'paired'together?

Enveloped'in'exotic'Asian'aromas,'immersed'in'African'culture,'and'moved'by'Latin'rhymes,' Audi'will'host'a'one?of?a?kind'tasting'experience'featuring'authentic'cuisine'paired'with' globally'inspired'wines.'

And'what'better'place'to'dine'than'in'the'city'known'for'its'food'truck'culture'– Los'Angeles.'

Roy%Choi Chef'and'TV' Personality, Kogi

Bozoma%Saint7John Chief'Brand'Officer, Uber Troy%Carter Global'Head'of'Creator'Services, Spotify AUDI%/%26

Wine%&%Love: How%It%Works A%delectable,%almost%euphoric% experience%designed'and'executed' in'partnership'with'Food$&$Wine$ magazine.'Wine'&'Love'is'a'full;day' culinary'experience'inspired'by'LA’s' food'scene'and'an'ode'to' California’s'wine'country.' .

Hit%the%perfect%culinary%note%with'a' locally'sourced'menu'and'wine' pairings'created'by'recognizable' chefs'and'wine'sommeliers.'Offer' cooking'demonstrations,'wine'(beer' flights,'whisky)tastings,'and'cigar' making'to'round'out'experience. ."

Event%co?hosted%by%influencers%of% color%with'foodie'street'cred,'e.g.'

Bozoma'Saint;John,'Troy'Carter'and' Roy'Choi.'Moderate'panels'and' intimate'Q&A'sessions'with'chefs,' sommeliers,'foodies,'and'the'like.'

Stream'discussions'live'via'social' media.'

Provide%opportunity%for%attendees% to%test%drive%Q8,'A6'and'A8;'raffle' off'a'vehicle'to'one'lucky'guest'to' increase'attendance'and' participation.

AUDI"/"27

Wine/&/Love/outcomes

CELEBRATE

culture,/music/&/food

CREATE

unique,/hands;on/ experience

DRIVE

sign;ups,/lead/ generation

ENHANCE cultural credibility

AUDI/&28

• •

Access%Granted: Carnival With%colors%like%Vegas%yellow,%Catalunya%red,% Ascari blue,%and%Sonomagrün green,%one%could% argue%that%Audi%is%a%venerable%United%Colors%of% Benetton.% In%fact,%our%spokescars%deserve%their%own% Thanksgiving%Day%Parade,%complete%with%glitz,% glamour,%dancing%and%a%whole%lot%of%oooGing,% aweGing,%and%“Honey,%did%you%see%that?”%

Optimize

•

To#drive#true#value#and#frame# performance,#recommendations#and# potential#insights#are#derived#to# make#content#scale,#maximize# budgets#and#identify#efficiencies#to# make#activations#work#smarter

Inform So#Noted#believes#measurement#is#more#than# showing#accountability.#We#use#data#to#strategically# inform,#prove#and#improve#programs.#Our#methods# are#rooted#in#industry#best#practices#and#we#adhere#to# rigorous#methodological#standards#when#conducting# research.

Designate#primary,#and# supporting#metrics Define#content#attributes# (type,#pillar,#message,#CTA) Isolate#engagement#triggers

Analyze Using#a#combination#of#process,#tools#and# experience,#our#team#establishes#the#right#data# infrastructure#to#evaluate#performance#and# establish#baselines#to#uncover#patterns#and# trends.

• • • •

Identify#key#drivers#of#performance Correlate#top##performing#sources Establish#context#to#determine#how# findings#can#be#applied#and# evaluated Measure#content#performance#by# channel

Welcome%to%Audi%Carnival,%a%showcase%of%our% artistic%endeavor%to%be%vociferously%unabashed.% AUDI#/#29 JLUSA/#25

Carnival(Ball:(How(It(Works Whether&it’s&Chinese&New&Year,&Brazilian&Carnival,&the&Puerto&Rican&Day&Parade&or&Boston’s&Kite&Festival,&a&raucous& vibe,&brightly&colored&costumes,&hand&clapping,&and&ritual&dances&to&drums&are&the&hallmarks&of&cultural& representation.&An&over&–theHtop,&slightly&outrageous&event,&Audi&carnival&is&not&cultural&appropriation,&but&a& celebration&of&the&best&each&culture&has&to&offer.& • We’ll(create(a(multi8room(experience(inspired(by(our(spokescars’(personality,&utility&and&features&as&well&as&influenced&by&a&culture.& • •

For&example,&dynamite&red&is&fierce,&fun&and&a&standout;&some&of&the&characteristics&of&Latin&culture Invitees&will&lounge&in&living&spaces&that&showcase&the&origin&of&the&vehicle&it&represents,&brand&heritage,&and&an&eclectic&mix of&details&that&bring&the&brand&and& cars&to&life

• A(celebration(of(freedom(and(happiness(thanks&to&mesmerizing&drum&beats,&carnivalHthemed&installations&and&costumed&dancers&paying&tribute& to&a&variety&of&cultures.

• A(carnival(ball(wouldn’t(be(complete(without&live&entertainment.&Capoeira,&Samba,&a&Chinese&parade,&among&other&festivities.&The&ball&will&be& rhythmically&and&visually&stunning.

• Event(co8hosted(by(men(and(women(dressed&in&full&carnival&regalia.&They&will&meet&and&greet&guests&as&well&as&mix&and&mingle&to&ensure&the& atmosphere&is&electric&and&contagious.

• The(party(spills(into(the(streets(as&attendees&test&drive&a&fleet&of&Audi&vehicles&– focus&on&Q8,&A6&and&A8

AUDI&/&30

Carnival,outcomes

FUEL excitement,with, memorable, experience

SHOW

brand’s,cultural, admiration

REINFORCE

Audi,as,fun,, experiential,brand

PROVIDE

cultural connection

AUDI/&31

Personally%extend%invite%and% serve%as%the%consummate%hosts,% ensuring%everything%is%exquisite% and%impeccable.

Access%Granted hosts

Develop%attendee%list%in% partnership%with%Audi%to%ensure% premium%consumer%reach.

Our%hosts%are%more%than%just% a%pretty%face,%they%are%the% rolodex.%Hosts%will:

Send%out%personalized%thank% you%notes%to%all%attendees%with% call%to%action%to%engage%with% Audi%brand.

Network%with%guests%for%added% personal%touch AUDI%/%32

Driver#Experience Of#course#we#want#to#give#our#potential#customers#and#existing#brand#loyalists#a# night#to#remember#but#we#are#also#in#the#business#of#selling#luxury#vehicles.#So,# to#encourage#trial,#conversion#and#sales,#each#event#will#include: • Opportunity*to*test*drive*a*fleet*of*Audi*vehicles*with*focus*on*new*SUV,*and*re:designed*sedans* (and*other*big*bets*like*A5/S5*sportback*models) • Purchase*incentive*if*customers*pre:order*during*or*immediately*following*an*event • On*demand*concierge*service.*In*partnership*with*local*dealer,*we*will*bring*a*car*to*event* customer*for*test*drive,*explanation*of*available*options/features;*offer*incentive*for*purchase

AUDI&/&33