Totally Personalised Disc

Background

Motor enthusiasts the world over will delight in the latest product of Audi’s centre of excellence in car design. The Q7 is a car made in the spirit of the Quattro brand - a sleek and stylish machine on metropolitan streets and a growling beast when let off the leash off road. So when Audi launched the car in the UK something a little more than a standard mailshot was needed.

Idea

Targeting warm prospects, the campaign fulfilment came in the form of a personalised CD-ROM that was mailed to each recipient. Upon placing the disc in their PC, the recipient was addressed personally using pre-loaded information from Audi’s database. Alongside a 360-degree tour of the car’s interior and exterior, the disc hosted the TV commercial and gave the recipient a co-driver’s view of an off-road test drive through forests and across moors.

A key feature of the n-CD, developed by Sony DADC, is its rich and sophisticated interactivity with a clearly defined return path to Audi. With just one mouse click each time, recipients could confirm their data, request a printed brochure and, importantly, book a test drive at their local Audi dealership.

Results

The project is still ongoing, so no results available as yet.

Target Audience

Warm prospects

Size

30,000 discs

Our Thoughts

Interesting for us to see how a traditional ‘above-the-line’ agency like BBH is turning to DM techniques to create stronger bonds between its brands and their consumers. But then, there is nothing traditional about BBH, one of the most admirable agencies in the world. This personalised CD-ROM takes warm prospects around the car, shows them footage of test drives, does everything possible to tickle their fancy. And if their fancy is a whale on wheels, the CD-ROM makes it very easy for them to let Audi know.