Channels    
Client Audi
Agency Northstar
Title Audi
The Brief

The Audi magazine is firmly established.  It reflects a deep understanding of the Audi brand and has evolved organically to become increasingly important in all Audi's communication.  The brief was to position the magazine as the epicentre of a multi-media integrated content marketing strategy which leads the way in the automotive sector.  

The Challenge

The challenge was to develop a branded content strategy at the heart of Audi's whole marketing operation, with the magazine as the main hub driving the thinking and execution.  The various integrated elements should form a content strategy in which all aspects cross-fertilise and interact with a homogenous Audi tone and approach.  However, each would require a different spirit and emphasis of communication depending on the medium's place in the customer journey.

Editorial Response
  1. Editorialised range brochure - the beginning of the customer journey.
  2. e-magazine - broadcast to warm prospects.
  3. The quarterly Audi magazine - the essential loyalty tool.
  4. iPad app, downloaded by the committed Audi follower - innovative photography/editorial mix to maximise HD technology
  5. iPhone app, on which the e-magazine content is available - for the Audi enthusiast who needs his Audi fix on the go.
Results
  • Best Automotive Title APA International Customer Publishing Awards 2010
  • First brand to market with iPad app (June 2010) and now redesigned to reflect the evolving iPad reading experience
  • Strategic customer journey communication with a distinct Audi philosophy and set of values
  • Proven uplift in car sales across all channel activity
  • Branded content driving company performance

Agency Website: www.thisisnorthstar.com



« Previous case study Next case study »