The Campaign

The all-new Audi Q2 is a feature rich car, representing a huge opportunity for the Singapore market as it signals that compromises no longer needed to be made. With this brand promise, a single advertisement would not have done it justice. Singapore, one of the most multicultural cities in the world also draws parallels to the Q2 with its vibrant diversity. Singapore itself cannot be defined with one word. With Audi Q2 and Singapore being equally multifaceted, we anchored both on the creative message that their best traits are impossible to be singularly defined. This meant that both are #untaggable – cutting across a multitude of cultural elements. Our creative used local settings, cultural references, and icons, educating consumers about the personality of the Q2, showcasing how both Singapore and the Audi Q2 are #untaggable. #untaggable

Creative Execution

Proximity. We ambushed buyers closest to the point of purchase by geo-fencing competitor dealerships and showrooms with TrueView 6-second bumpers and generic banners. Interactive rich media banners with a click-to-call function were used to grab interest on the spot. Timing. Time-based banners showing local food references were run during lunch and dinner times; while specific weekday creatives were run across the week. This ensured hyper-relevance of our content to potential consumers. Cross-media. Our multi-touchpoint approach included high impact out-of-home, print, and digital placements specifically for contextual relevance. This was complemented by commercial spots on radio stations relevant to our target audience. Engagement. We remarketed users who: -interacted with our ads -visited the Audi website in last 90-days, or -matched one of the time/location specific criteria with compelling assets, keeping the Q2 top-of-mind with interested consumers. We also optimized display and search towards audience's active hours. #effective

The integrated approach resulted in amazing business results: 90% over Audi’s sales target over a two-month period, with an ROI of 111x. The campaign also exceeded all benchmarks, overdelivering on showroom traffic, page sessions and test drives KPI set for this campaign. We drove 210% higher page sessions than our campaign KPI. #winning

To drive brand salience and stand out against competing offerings, our media strategy had to be equally multifaceted. For automobile research amongst our target, a multiscreen approach was key - digital natives use multiple screens to consume content, spending over 13 hours researching cars online before visiting a dealership, staying connected to brands across devices. In line with our research findings on purchase influence of wives on their partners, we re-prioritized and targeted married couples first, before reaching any other consumers. Internal research findings on majority of users engaging with key automotive sites led us towards high impact units on local car sites. Deploying a multi-format approach, taking point, leading, and hooking audience before other media types could intercept. Our efforts spanned across offline and online channels - Search, Display, Video (including offline video formats with high dwell time) to convey our key message holistically across integrated media channels. #touchpoints