1. Categorie:
Regional campaign
Title of campaign:
'Audi R8' Baltic announcement - Parade of sporty 'Audi' brand and lifestyle
short common description of the campaign::
Audi started production of the unique sports stockcar Audi R8 in the late 2006.
Mid-mounted 420hp V8 FSI engine, Quattro FWD system, Audi Space Frame
body, splendid driving qualities and an original design, this is what makes Audi R8
undoubtedly the best of Audi sports cars. As 'Audi' announced the launch of R8 on
the Baltic market in 2007, its main challenge was vivid communication of the
uniqueness of the new model to match its plans for iconic status and ambitious
sales targets. Another challenge was Audi positioning on the Baltic market.
Vis-á-vis its fiercest competitors BMW and Mercedes-Benz, Audi was
perceived as grounded and calm, not sporty enough. This is an image contradicting
slightly with Audi R8 market ambitions. Audi R8 Baltic campaign was therefore
aimed at two main objectives - promotion of uniqueness of Audi R8 to potential
clients to reach set sales targets, and re-position Audi brand in a new manner
emphasising its sporty, mildly hedonistic and bohemian nature.

2. research work done during the campaign:
Before campaign planning the agency analysed car presentation practices,
researched car presentation trends in the Baltic market and identified the needs and
requirements of the potential target audience. According to research, premium
Audi owners are almost in 100% cases male, culture, cinema and art lovers who
choose the car to emphasize their social status. At the same time remainder of the
target audience shows interest in motorsports, racing, engines and other traditional
technical/technological aspects. It was important to find unconventional
approaches and methods for campaign promoting cult status of the car and
combining the two types of communication. Integrated marketing strategy
developed by agency respects both goals and offers slightly off-track car
presentation method (in opposite to traditional presentations for media, test drives
for automobile magazines and comprehensive media campaigns) focusing on Audi
R8 and dedicated to promotion of the new essence of Audi brand.
strategy:
Goals of the campaign were to boost sales of Audi R8 as well as position Audi
brand as sporty product through R8. Target audiences were male population with
high income (above 12 000 EUR/ month) who are self-confident, hedonistic and

3. capable of appreciating dynamic driving, as well as perceiving a car as part of
lifestyle.
Communication highlights:
1)Prelude or 'teaser' - Considering the interests and lifestyle of potential Audi R8
owners, an exclusive R8 introduction or 'teaser' event was organised for 80
potential buyers. Prelude included a unique for the Baltics audiovisual masterpiece
and showcase. Test drives were not included in this stage of campaign.
2)Prelude continued on city streets
'R8 on the streets' of Riga(Lat) and Vilnius (LIT). 17 Audi R8 cars'column was
driving around the main streets of Riga, parked by the largest hotel and on central
square.
'Photo session with R8' - main squares of cities (e.g. Dome Square in Riga) hosted
bogus 'photo sessions' with R8, professional photographer, TV cameraman un
other photographers. These events were aimed at creating a media hype, lifestyle
press and main nationwide media. The central photo of this 'photo session' was
also nominated for Annual Photography Prize of Latvia.
2) Test drives or 'Audi Sportscar Expierence' - after rather prolonged prelude,
potential clients were given a chance to test the R8 on Bi ernieki Racecourse in
Riga. Potential owners of R8 were testing the car under supervision of experienced
European level racers.
3) Status and word-of-mouth events
'Le Mans Lounge' - Audi cars have triumphed Le Mans Race for a number of
years, yet it has slipped the attention of many in Baltic countries. 'Le Mans
Lounge' became a one-off event.Le Mans Race and the associated Audi event were
extensively covered in the Latvian media.
Catherine Deneuve and R8 - new Audi R8 models became an element of

4. high-profile event settings: for ex. international movie festival 'Baltic Pearl' where
French movie star Catherine Deneuve posed in front of the Audi R8. R8s were also
parked by some of the most prominent places of Riga and Vilnius over the summer
months, stirring a lot of interest among people. They wondered: 'Oh my, is that the
new Audi? Is that really Audi?'
Other activities scheduled are designed to further boost Audi's sporty lifestyle
image, including (1) Karl Lagerfeld photo exhibition "Kaleidoscopic Vision of a
Car",(2) Audi Bauhaus performance for the first time in National Opera of Vilnius
and Riga - a special symphony to replicate sounds of a sports car performed by
National Symphony Orchestra.
Results of the campaign and evaluation::
Assessment criteria
1)Interest from potential buyers, regional sales quotas and registered sales figures;
(2) Spreading of Audi sports car image.
The most vivid result of the campaign is the readiness of potential clients to buy
Audi R8 in 2007/2008. 2007 quota for Audi R8 sales in the Baltics reached 15 cars
(considering their cost of over Eur120,000). After launch of the campaign, during
first half of 2007, 11 Audi R8 cars were ordered, by the end of the year 6 more
orders were placed. This means that campaign has been highly efficient in
promoting a product attributed to a narrow Baltic market niche for new and

5. expensive sports cars.
However, the more long-term ambition of the campaign of boosting the sportiness
and lifestyle image of Audi was successfully achieved. Focus groups indicated the
beginning of change of Audi's brand reputation, while a more comprehensive
research is to follow. Also, Audi dealers were beginning to receive more orders of
their other sports cars, namely Audi TT, Audi S and Audi RS models, indicating
the acceptance of Audi' s lifestyle and sportiness intentions.