AUDI BRAND LOVE
CHALLENGES & OBJECTIVES
/ The Problem
Seventy percent of Black, Latinos and Asians say, “Audi is a brand I love,” but nearly 9 out of 10 don’t feel that love in return. I set out to change that by pitching Audi of America a growth market strategy centered on speaking authentically and directly to diverse consumers.
/ The Solution
In the form of a car brochure and based on self-funded research, I created 'Now You're Speaking My Language,' a proactive marketing proposal complete with brand positioning and communications strategies.
But, I needed a way to bypass the gatekeepers who screen executive mail. What better way and at what better time than Valentine’s Day. Mailer - adorned in I Love You stickers - housed the brochure, research, and brand love letter.
Additionally, I created a custom microsite: www.audibrandlove.com.
/ The Results
Former VW CEO Scott Keogh replied, “This is how you hack attention,” and offered me a contract job on the spot.
