Making the web work for Audi

Ogilvy Cape Town localised a concept initially developed by 20/20 for Audi in the UK that uses a viral email campaign to disseminate launch and product information to customers. The campaign drives recipients to the Audi online portal that features a film that was shot specifically for this internet campaign and is personalised for each user.

Audi of South Africa marketing communications manager Chayne Brand says: "We're committed to applying the philosophy of Vorsprung to all mediums - being innovative, individualistic, non-conformist and daring - including all of our communication, because we appreciate that Vorsprung applies to both our vehicles and to our drivers.

"In order for a message to become viral it needs to be compelling and rewarding, the Audi A3 Sportback viral does this with Vorsprung."

Within 48 hours of sending the first email, the web portal had registered more than 650 unique users. Access to the portal is not restricted to those who received the viral email; consumers can still find out if they are the perfect match and experience their own personal Vorsprung by visiting www.audi.co.za.

Another innovative feature of the viral campaign is the e-brochure. The e-brochure provides detailed information and specifications for the vehicle in a digital format that is easy to access, easy to navigate and easy to read.

The new Audi A3 Sportback launches in South Africa in the next quarter 2005.