Audi Toy Service
VW Audi Espan~a
Issue 30 | March 2014
Agency
Proximity Barcelona
Creative Team
Executive Creative Director Eva Santos Creative Director Carles Alcon Art Directors Rodrigo Chaparreiro Sergio Lahoz Copywriters Jordi Iglesias Edu Escudero
Other Credits
Account Director Patricia Miret Account Supervisors Paulina Arana Javier Fernandez Account Executive Laura Martinez Client Services Director Amanda Muniz
Date
December 2013
Background
Audi wanted to wish its customers and Client friends a Merry Christmas in a way that would help foster a real bond of warmth with the brand.
Christmas is the time of year that means Title most to children. With that in mind, Audi set out to offer the same sort of quality service to them that it offered to their parents throughout the year.
Idea
Audi Toy Service was an inspection and repair service for broken-down toys, which set out to repair and return treasured toy cars in pristine condition.
The specialist toy restorers were able to perform panel and paintwork operations, axle replacements, wheel replacements and, for slot-car racers, an integrated tuning service which included cleaning, lubrication and a braid change.
Toys could be booked in at www.auditoyservices.es and were able to track repairs there. At the same time, Audi ran a parallel collection service, taking in toys from customers and well-wishers which they then distributed to children's charities.
RESULTS
During the four days of the campaign more than 1,700 customers went into Audi Centres with queries relating to the campaign.
More than 500 toy cars are currently being repaired in different areas of the country and will shortly be returned to their original owners in perfect condition.
The result of the action has generated an increase in traffic to dealerships of 19% compared with the same period in 2012.
While this case study is being written a qualitative study to measure the impact on brand perception from both customers and non-customers is being undertaken.
Our Thoughts
Is this a cunning plan to encourage brand loyalty in young children so they work hard in school and get well paid jobs so they can buy Audi one day? No, the strategy here seems to have been to do some cute corporate social responsibility and earn some brand affection through the positive PR that was generated for very little cost.
And it’s been achieved with this neat idea.
Of course, the real target audience was the parents, for whom Audi’s commitment to after-sales service was highlighted by the action. But if little Pablo does grow up dreaming of owning an Audi himself one-day, all well and good.