Audi wanted to generate interest in their new A3 Sportback model leading up to its launch using the Brussels motor show. They created an interactive digital test drive experience to profile prospective customers and gauge interest. Over 100,000 people visited the site, with 10,000 configuring their ideal car and providing qualified leads. Audi then used the insight gathered to target specific customers with personalized messaging highlighting features they valued most, maintaining engagement until the car was available to purchase. The program succeeded in acquiring over 10,000 qualified leads and strong consideration metrics due to the real-time data and personalized approach.

1. CASE STUDY
Selligent Launch for Audi A3 Sportback -
A CRM Love Story

2. The Customer
Audi AG is a German automobile manufacturer that
designs, engineers, produces, markets and distributes
luxury automobiles. Audi oversees worldwide operations
from its headquarters in Ingolstadt, Bavaria, Germany, but
Audi vehicles are now produced in facilities worldwide.
This story takes place in Belgium. A new model was
being rolled out – the Audi A3. Audi wanted to leverage
the PR from the annual Brussels motor show – a major
regional auto event – in order to reveal the new model to
the market and generate qualified prospects.
The car itself wouldn’t be available in March, the auto
show was in January. The goal was to build and maintain
interest over the months between and drive customers
into local dealerships as soon as the car was ready for
sale.
COMPANY
Audi
INDUSTRY
Automotive
AGENCY
Emakina Direct
GEOGRAPHY
Belgium
PROGRAMS
New Product Launch
Customer Acquisition
Lead Generation
RESULTS/ KEY FIGURES
●● More than 100,000 visitors
●● 19,000 video views
●● 9,000 A3 Sportback configured
●● More than 10,000 qualified leads
●● Average Open Rate: 83%
●● Average CTR: 60%
AUDI WAS ABLE TO TARGET
PROSPECTS DIRECTLY
AND BASED ON THEIR
INDIVIDUAL INTERESTS
THANKS TO SELLIGENT’S
INNOVATIVE FEATURES
Ramses Bossuyt, CRM Manager D’Ieteren

3. The Challenge
Experience had taught Audi the best way to sell a car
with a sleek new design and custom engineering was to
allow the driver to sit in the car. Therefore, the first step
to selling success meant getting as many customers
behind the wheel as possible.
There was only one problem… They had no car.
●● Showroom models didn’t exist. Customers
couldn’t open the door, peer inside and see the
new features. They couldn’t drive the machine or
experience the feel of the engine.
●● Pricing information wasn’t available. There was
no way to promote value, since costs and offers
hadn’t been finalized.
●● Lengthy roll-out was planned. There were
months of lead time between the campaign kick off
and the purchase opportunity.

4. The Approach
Audi knew the way to the customer was through a
relationship, a meaningful one that would carry their
desire through the months of longing… not a one night
stand … a one life stand. So they set about digitally
designing a courtship between car and customer
Audi selected the agency Emakina and the Omnichannel
platform Selligent to create a highly personalized multi-
staged engagement experience that would inspire and
nurture a deep connection to the car and the brand.
THE DIGITAL TEST DRIVE
First up was an interactive experience … an online mini-
site where customers could first design and then drive
the car of their dreams. Effectively put their hands
on the wheel – and take it out for a spin without ever
leaving their seat.
Digital Test Drive was promoted in an integrated
campaign that leveraged email, social networks, online
banner ads, TV and radio spots, as well as features in the
Audi Magazine.
Along the way of the experience, each twist or turn
introduced new features of the design and a dialogue
ensued. From the moment the online ignition was
engaged the site asked a steady flow of questions that
fed directly into the database.
PERSONAL DATA | CAR PREFERENCES | BUYING
INTENTIONS
All captured data was fed directly into the database
and associated to the customer’s profile. This included
responses from the Digital Test Drive, as well as
behavioral response to emails, ads and social posts.
CONTENT STRATEGY
We had to make sense of the data in order to use it to
continue building on the relationships we started. We
considered the way that people typically evaluate cars
and recognized there were three main consideration
factors.
ENGINE | INNOVATION | DESIGN
Then we looked at attitudinal characteristics that
mapped to each of those categories. And from this we
built out the algorithmic model to score the responses
and click behavior on each profile to associate it to a
content taxonomy and ensure that each person would
be targeted with messaging about the car that would
resonate for them.
CONTENT STRATEGY
Each person who took a Digital Test Drive received
a thank you report that featured their dream car
including the exterior and interior styling they selected.
Content highlighted aspects that were most likely to
respond to depending on how they scored against the
model.
All their clicks from the emails also went back into
the database, back into the model and impacted their
qualifications.
DATING CONTINUED
Based on all data gathered, we profiled leads to identify
those with the highest propensity to buy and created
a VIP invitation campaign to entice them to attend
the annual motor show where they would be able to
interact with their specific car in a 3D kiosk.
Sitting in an Audi seat they refine their custom built car
and have a unique interactive experience.

5. 60% 10.000+AVERAGE CTR QUALIFIED LEADS
The Results
Nearly 10% of all people who visited the site configured
the car for a Digital Test Drive. This resulted in over
10,000 qualified leads who were brought in for actual
test drives.
This program could not have succeeded without
real time data management, complex analytics and
segmentation capability, and lifecycle automation. It
was a strong example of the relationship between a
brand, a product and a solution..
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