Not For Everyone

Background

The Audi S3 is designed for the growing segment of young, single, wealthy urban males. It competes in an extremely cluttered category against strong competitors such as BMW, Alfa-Romeo and Mercedes. What's more, young males hate being sold to, and are very selective about how they spend their time. The challenge was to capture the hearts and minds of this discerning audience and get them to register for a test drive, which would then be followed up by dealers. From a target list of 5,000 recipients, they aimed to compile a database of 250 potential S3 buyers - a 5% response rate.

Idea

The agency's solution was to create a highly involving two part experience. The first part consisted of an intriguing, unbranded postcard, presenting recipients with the challenge: 'Do you have it in you?' To answer the question, they were asked to place their thumb-print on heat sensitive ink. Depending on their result (always positive), they were then approved to visit a personalised website at notforeveryone.com.au.

Once online, visitors were asked to undertake a retinal scan before being guided through a series of fanciful questions as part of a tongue-in-cheek psychological test. Their results were then plotted on a chart to determine their compatibility with the new Audi S3, with their answers relating to certain features of the car. They could then see the full vehicle specifications, enter their details to register interest in the vehicle, and order a brochure. A viral element was also incorporated, enabling visitors to send the test on to a friend with the option of pre-determining their results and suggesting a more appropriate vehicle. Try it for yourself here: http://www.notforeveryone.com.au/

Results

After just one week, 2,201 personalised URLs had been activated - a whopping 43% response rate - and the site had received 22,118 unique visitors (4.5 times the original mailing, illustrating the power of word-of-mouth). There were also 70 confirmed test drives for Audi S3.

Target Audience

Young, single, wealthy urban males

Our Thoughts

This piece is designed, say M&C, for ‘the growing segment of young, wealthy urban males’ and having been to Sydney in the last month, I can vouch for the visible wealth in Australia right now. For me, the smart part isn’t in the heat-sensitive postcard or the online psychological profiling – because whatever you do you’re going to get a positive response. It’s in the way you can set up the test for a mate so it reveals him to be a complete twonk, most definitely not Audi material. Now that’s very Australian and very funny too.