1. \ The Audi A1 Chase May 25 th 2011

2. \ Background  Sales down 70%  First presence for Audi in AO segment

3. \ Our challenge  To drive demand for the A1 ahead of supply in a market that was in severe difficulty, in a segment the brand had never competed in previously, to an audience the brand had never targeted before.

4. \ Insight vs

5. \ The A1 Chase Track every lead, solve every clue, and you could drive away in the new Audi A1. Idea

6. \  Digital was placed at the centre of the strategy for the launch.  The clues and leads moved between digital and traditional channels constantly and it was up to the Chasers to keep up. Platform

7. \  Significantly drive demand for A1 ahead of supply  Create a differentiated proposition for A1 that will build sales in years 1, 2 and 3  Use A1 to build the Audi brand in Ireland and prestige credentials  A target of 10,000 visitors to the website in both phase 1 and 2  A target of 5,000 chasers taking part in the campaign  A target of 20% of chasers to register for a test drive Objectives

8. \DirectMarketing Connect with local Audi Dealer Daily conversation Create a community Brand engagement

9. \ Case study  Insert video

10. \

11. \DirectMarketing Connect with local Audi Dealer Daily conversation Create a community Brand engagement

12. \ Results MetricTargetActual Website VisitorsPhase 1 10,000 Phase 2 10,000 Phase 1 17, 346 Phase 2 27,078 Facebook fansFacebook Fans 70% of total Chasers 75% Daily Interactions on Facebook200Average of 350, peaked at 1900. Irish Automotive Facebook pagesTop 3Number 1 Chasers50006789 Opt in for further communications 30%47% Registered for Test Drives20%25%

13. \ Thank you