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Direct Mail email for Audi

Audi (UK) launch case study

Agency:  20:20 London

Client:  Audi (UK)

Audi cars are known for being technologically advanced. For the launch of its A3 Sportback with enhanced features and sexier styling, Audi wanted to reflect the qualities of the brand.
The aim was to create excitement around the launch and generate traffic to Audi’s website. A database of previous purchasers and prospects was targeted. Research also showed these people would have an address book of like-minded friends and Audi was keen to promote the power of word of mouth.

A short film was sent on email. It showed an engineer isolating Audi DNA, another scientist applied the same test to the recipient’s DNA coming up with the perfect match. The personalised film featured the recipient’s name throughout, even on DNA results that were later mailed out.

The campaign cost a fraction of previous banner advertising ones and the database jumped from 60,000 to 450,000.

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