Giving Audi the confidence to air new creative

Traffic light trails
With real audience insights, we helped the auto brand improve (and shorten) a TV ad that wasn't getting them the results they needed.
185% Umsatzsteigerung

Challenge

Link results revealed that Audi Quattro’s new 60-second ad “Ahab”  was polarising and poorly branded. They needed to develop a new version to achieve a greater return on investment (ROI).

Approach

Learning from Link coupled with Facial Coding helped us give inputs to create a 30 second cut-down of the ad. We used Link Express to quickly check that it would overcome some of the issues with the 60-second ad, and could deliver better ROI.

Insight

Link Express revealed that the 30 second cut-down had stronger branding and was less polarising (creating stronger enjoyment), contributing to branded impact in the top 30% of all ads tested. We advised that airing the 30-second version would give Audi a better chance of engaging and communicating to more consumers than the 60-second ad, and would save media dollars.

Impact

Audi aired “Ahab 30” throughout the year and it contributed to Audi’s best sales year yet - 18.5% above the record set in the prior year!

Kontakt
Passende Lösungen
Steigern Sie Ihren Markenerfolg mit exzellenter Werbung. Erfahren Sie vorab, wie Ihre Werbung wirkt und welche Verbesserungen den ROI maximieren können.