Case Studies

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.