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Blueprint

Core disciplines: Creative production, Events, Experiential marketing, Video production

AUDI

Sport Showcase

The brief

As a premium brand, Audi wanted to give drivers of their cars a unique experience day to help make them feel part of the Audi family and in the process keep Audi at the top of mind when it comes to choosing their next car.

Our solution

In 2014, Audi asked Blueprint to help them deliver an event to showcase the Audi Sport range and make their customers feel special and valued.

We developed and delivered a series of 33 nationwide experience days that allowed guests the opportunity to experience the full range of exhilarating Audi Sport models in a unique and original way through extended test drives on both the road and the track.

Although new car sales were the ultimate objective of the activity, Audi were keen to adopt a much softer approach to sales that would give space to guests to enjoy a relaxed day getting to know the cars and help build valuable brand loyalty and advocacy more effectively.

The Showcase events proved extremely popular with Audi drivers up and down the country and have now become a firm fixture on the calendar for Audi UK and their nationwide network of Audi Centres.

The events are a mammoth undertaking and in 2016 we delivered the biggest Showcase series to date, with 38 experience days held over a 3 month period. From finding host venues in stunning locations to road route planning and management of simultaneous events, Audi have entrusted us to deliver the full end-to-end experience.

This year we also took on the full guest management process on behalf of every Audi Centre, with over 190,000 pieces of communication processed by our specialist guest management team to invite, confirm attendance and welcome drivers to each event.

With an element of tailoring to the specific requirements of each Audi Centre we have also adapted the core format for each event to ensure the unique needs of customers in each region are met. For some Centres that means providing nanny services to allow drivers uninterrupted enjoyment of the cars, whilst for others it is inviting professional drivers along to show off the full capabilities of the Audi range.

In 2017 Blueprint and Audi will be embarking upon their most ambitious series of Showcase events to date, and once again we will be coordinating and delivering the full programme nationwide.

 

“The event was a spectacular success and received unanimous praise from the many Audi fans and conquest customers from other brands that attended.”

 

 

5,592 guests and 9,335 test drives completed since 2014

 

107 Showcase events delivered (2014-2016) 

 

 

82% of guests looking to replace their vehicle after attending Showcase in 2016

 

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