Audi

Ahead of the launch of a new A4 model, Audi used Selligent to engage consumers in 1-to-1 conversations across 65 different dealerships.

Company

Audi

Industry

Retail

Web audi.com

Location

Germany

Customer

Audi produces luxury cars designed to delight customers around the globe. The German automaker has a vast network of dealerships across Europe, each offering drivers a wide selection of Audi vehicles.

In the fall of 2015, Audi launched a new A4 model – sleek, even more powerful, and with a familiar, timeless elegance.

 

Luc Malcorps

AUDI USED SELLIGENT’S TOOLS EVERY STEP OF THE WAY FOR PRINT, DIRECT MAIL, EMAIL INVITATIONS, REMINDERS, LANDING PAGE FORMS, AND CONFIRMATION EMAIL. WE CREATED A PERSONALIZED FLOW FOR EACH DEALERSHIP AND ITS GUESTS

Luc Malcorps, Director of Media Relations
Emakina (Audi’s digital agency partner)

 

Challenge

To promote the new A4 model launch, Audi wanted to give each of its 65 dealerships in the Netherlands, Belgium, and France full control and flexibility to manage the launch event autonomously, while still maintaining all the information in a centralized database.

In collaboration with digital agency Emakina, Audi used Selligent Site to unite the central team and 65 dealerships to create a flawless event invitation and management system. Selligent’s powerful platform offered Audi a quick and easy way to capture customer information, organize and secure local data, and personalize all communications for each dealer:

  • Direct mail invitation
  • Email invitation
  • Confirmation mail
  • Email reminder
  • Event ticket

Each dealership location had its own event management dashboard; Selligent dynamically pulled all data from each Audi inventory into the web pages shown to local dealers and into all communications – online and print – that were sent to clients and prospects. 

Results

As a premium brand, Audi prioritizes fine-tuned targeting to drive quality leads exclusively – and the Audi A4 launch was a perfect occasion to engage potential buyers locally. Between October 13 - November 26, 2015, the campaign generated the following results:

  • 82,000 print invitations, 30,000 email invitations, and 23,000 reminders were sent out
  • 33.6% of prospects and clients visited the landing page
  • 10,832 people confirmed participation (5,873 confirmed + 4,959 partners/friends they invited to come along)
  • 77% of confirmed participants came to the event

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