The A8 is the flagship vehicle for Audi and a vanguard for technology and engineering. The 2019 model is particularly important as the first in a new design language for the brand. The 2019 is all-new, and Audi wanted to launch this vehicle in a manner consistent with the model's prestige amongst the entire portfolio of vehicles.
The challenge: Capture the models tech-forward positioning in a stimulating and engaging way, and provide a deeper explanation of the vehicle's benefits to prospective drivers.
To appeal to potential A8 buyers, we created a premium direct mail package that was mailed to high-end targets likely to consider this vehicle. An elegant black box featuring design elements consistent with the high-tech nature of the vehicle was opened to reveal an included video player. Once opened, the player displayed a video showcasing the new A8, and individual vehicle technologies.
For people outside of the top tier of prospects, we sent a mailer that included NFC or Near Field Communication technology. Depending on their choice of smartphone, prospects could access the NFC chip or a URL to see the video, as well as other information at a custom-designed website experience.