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A U D I The Twelve Mustard Seeds

Drew Dayberry, Cat Herrmann, Marika Wiggan, Julia Veinberg, Alex Haglund, Natalie Hammel, Chris Stephens


S T R AT E G Y:

RADICAL COMMON SENSE. O p e n u p A u d i to allow for more hands-on interaction. E n g a g e M i l l e nnials in a way that they already connect w i t h t h e w o r l d.


TA C T I C 1 :

FA C E B O O K C O N N E C T


T h e re i s n o reason for Audi to start a new s o c i a l n e t w o r k when there is already one with 130 m i l l i o n u s e r s . Facebook Connect brings these u s e r s t o A u di’s Web site.


M i l l e n n i a l s c an login by clicking the F a c e b o o k C o nnect button, which brings all existing A u d i c o n v e r s ations and events on Facebook to Audi’s We b s i t e .


M i l l e n n i a l s c an find people in their area who drive A u d i s a n d h e ar reviews from the people Millennials a c t u a l l y l i s t e n to—their friends.


F a c e b o o k C o nnect also imports information about l o c a l A u d i e vents in the area.


TA C T I C 2 :

AUDI RADICAL AXIS


P ro m i s e f ro m Audi to the public that it will practice o p e n i n n o v a t ion, allowing the public to co-create w i t h t h e c o m pany. Opens up Audi data through A P I s , f o r u m s , multimedia files, and the ability to s h a re a n d e m bed content on other sites. Millenials a re a b l e t o d o wnload and use this new technology e v e n i f t h e y a re unfamiliar with how to create it.


D r i v i n g p ro g ram lets current Audi drivers optimize t h e i r c a r s f o r country driving, city driving, or p e r f o r m a n c e driving.


L e M a n s r a c ing program gives race fans the ability t o i n t e r a c t w i th information, video, pictures, and s o u n d s f ro m Les Mans, the most award-winning race for Audi.


A u d i m u s i c program that allows users to create a u n i q u e m u s i c experience depending on where they c h o o s e t o d r i ve.


TA C T I C 3 :

ZIPCAR


The problem with dealerships is that Millennials do not feel comfortable going to them. If they do enter one, they are usually not g iven an opportunity to drive a car. The solution is to redefine what it means t o take a test drive. Audi can do this by partnering with Zipcar. Zipcar is located in the same areas as the emergent creativ e class and provides a simple, short-term rental program. It lets Millennials drive Audis at younger ages. The partnership would allow brand loyalty to start before the purchase cycle.


TA C T I C 4 :

“SUPER SPONSOR” OF SOUTH BY SOUTHWEST


Sou t h b y S ou t h w e s t I n t e r a c t i ve is a c o n v e n t i o n w h e re t h e l a t est tech n o l o g y i s p re s e n t e d t o t h e next gen e r a t i o n o f c re a t i v e t h i n k e r s. Aud i w i l l c re a t e a R a d i c a l A x i s Cha l l e n g e ; a n o p p o r t u n i t y f or the cre a t i v e c l a s s t o c o m p e t e for sch o l a r s h i p s , i n t e r n s h i p s , a n d cash priz e s u s i n g A u d i ’s t e c h n o l o g y to crea t e t h e n e w i n n o v a t i o n s a nd app l i c a t i o n s . T h e s e c re a t i o n s wou l d t h e n b e a v a i l a b l e o n t h e Audi Rad i c a l A x i s s e c t i o n o f t h e A udi Web s i t e .


THANKS.


AUDI