AUDI BRAND LOVE

Did you know the average attention span of a goldfish is nine seconds? But, according to recent studies, people generally lose concentration after eight seconds. Thanks, social media!

Eight seconds stands between a recruiter reading my resume or throwing it in the trash. Eight seconds between a referral and a phone call. That means in order to land my dream job, to transition into a new subset of marketing communications, I needed to HACK ATTENTION! 

Permit me to share with you how I got the attention of the five senior-most executives at Audi North America, including the CEO, Chief Marketing Officer, Chief Communications Officer, head of human resources and digital lead. And, not only did I get their attention, but my bold move elicited phrases such as, You got my attention;” “Your provocative approach was authentic and intriguing.”  And best of all:

“This is how you hustle. This is how you grind to get noticed.” Audi North America CEO, Scott Keogh.

The Insight: 

#WHIPCRUSHWEDNESDAY

Because I have an almost unhealthy obsession with all-things Audi, I am the perfect person to tell them that they have a love-hate relationship with black, Latino and Asian luxury car buyers. My pitch was an attempt to help them solve one of the biggest challenges limiting their bottom line. In my opinion, they were on the verge of being left behind in a market place driven by the New General Market - multicultural consumers with $3.4 trillion in collective buying power, comprising 38% of the U.S. population.

My goal (besides landing a gig): help them become the New General Market's #WHIPCRUSHWEDNESDAY.

So, I sent a proverbial love letter, and possibly hate mail (meh, perspective), to the brand in the form of a car brochure, titled AUDI BRAND LOVE.  In it I pitched an idea I believe is a right-now opportunity for Audi. A campaign titled, 'Now You're Speaking My Language.'

VM_audi_brochure_4 7.png
VM_audi_brochure_4 8.png

HACKING ATTENTION

So, I had a great brochure, but a friend gave me some of the best advice as I approached the finish line. He said, “Your car brochure is great, but no one gets mail at work anymore. And, there are gatekeepers who screen executive mail. How are you going to make sure your pitch gets to them?”

When is the best time to send a love letter? Well, Valentine's Day, of course and that is exactly what I did. Why? Because no one opens a gift addressed to someone else, especially not one with I Love You stickers on it. 

Handwritten and personalized Audi Brand Love mailers, complete with Sweethearts candies, V-day trinkets and love letters from me and real-life potential Audi customers. 

Handwritten and personalized Audi Brand Love mailers, complete with Sweethearts candies, V-day trinkets and love letters from me and real-life potential Audi customers. 

Inside sneak preview of the mailers being assembled. 

Inside sneak preview of the mailers being assembled. 

A Valentine's Day mailer would not be complete without handwritten correspondence. Each mailer included 6-7 notes from real people, some translated into Spanish and Korean. 

A Valentine's Day mailer would not be complete without handwritten correspondence. Each mailer included 6-7 notes from real people, some translated into Spanish and Korean. 

I LOVE YOU adorned all boxes to signify a special and loving delivery. 

I LOVE YOU adorned all boxes to signify a special and loving delivery. 

The outcome

There are few words that make a marketer's heart go pitter patter. Words such as: "provocative;" "you got my attention." "Impressive." "Authentic." And that is just what I got. While there are no current opportunities, I had an amazing call with Audi and discussed the potential to work with them in the future. A bust? Not at all. This project showed me that I not only have what it takes but that I am in the right line of work. 

Audi brand love project

Want to see the entire project, including the microsite? Click the image below or go to www.audibrandlove.com.