Audi Creative Development

THE BUSINESS CHALLENGE: To create a TV and Print advertisement campaign which shifted the perception of the Audi TT in line with the new models redesign

THE RESEARCH CHALLENGE To test the effectiveness of the campaign, to understand the clarity of the message, the response to the TV ad storyboard, to understand which messages resonated best with the new target audience

HOW WE RESPONDED: We conducted focus groups with the current and new target audience, discussing the TV ad storyboard, ideas for the print campaign and analysing whether the campaigns theme had appeal / piqued interest from those that had previously rejected the model, without losing touch with their existing customers

THE OUTCOME: The project unearthed some areas of doubt that surrounded previous models of the car and helped the campaign to focus on the most relevant new features – which would generate interest amongst a wider target audience