But Audi isn't after every executive. Instead the brand focuses on attracting outliers. Discerning thought leaders. The executives other executives wish they were.
That was our challenge on Audi A8.
A8 was nice car. Fast and quiet. With some tech bells and whistles, including internet access. But how did we get it to mean more?
Executive cars are about status. But the buyer we wanted was less interested in that – and more interested in solving big challenges.
To make our car appealing to them, we needed to show that the A8 wasn't just a great mode of transport. But a unique, technologically advanced space. Specifically designed to help them think better.
Instead of an office, with all its meetings, distractions and interruptions, the A8 offered a silent, space where you were in control. Backed by advanced tech tools to help you check facts, gather data. And computer-controlled safety features to help you keep your mind on the job. Rather than dangers on the road.
From that came our new Strategic Positioning, which I named "Thought Center". And a four-part strategy focused on digital media and products for mobile devices.
Thought leaders don't like to be sold to. But do like to stay ahead of the curve. So we envisioned an initial phase designed to "Intrigue" rather than explicitly sell.
Step 1: Posts would start appearing on top "ideas blogs" mentioning recent meetings between top minds in business, technology or thought leadership. These blog postings would casually mention that these meetings had happened in the as yet unlaunched Audi A8.
Step 2: Interviews would start appearing on Ted,and other tideas sites, where forward thinkers like Steven Levitt, Meg Whitman or Eric Schmidt would offer new thinking on big issues. These interviews would be delivered from the calm environment of the upcoming Audi A8.
Step 3: As these interviews grow in number, we start to aggregate them on the Audi.com website. We still say nothing about the upcoming car per se. We just seed the idea that it is being chosen by progressive and successful minds across a wide range of industries and sectors. So our target starts to ask:
•What is it about the A8?
•What do these guys know that you don't?
•And how have they got their hands on it first?
At this point, we'd start to run banners showing the real-time progress of other successful progressive companies. Associating Audi A8 with thought leadership and business success, wherever it happened. These link back to our aggregated interviews on the Audi.com site.
We wanted to introduce the A8 as something special.
A unique business environment, where better thinking happened.
This idea would be seeded in articles in relevant online environments like Forbes.com.
Online apps would be supported with digital products. Apps would feature not just specs and walkthroughs of the vehicle. But curated videos from our thought-leaders - delivering new thinking from the quiet, spacious A8 environment.
Thought leaders like to imagine. So our next step was to Immerse their imaginations in the collaborative possibilities of the A8. By creating a series of video journeys where great minds get together - and come to great outcomes faster. Utilizing the advanced technologies of the A8 as they did so.
People like Steven Levitt, Richard Florida and Malcolm Gladwell would discuss solutions to real world challenges. Generating the sort of conversations our targets would want to watch.
In this series mental journeys would map to physical ones. And our target could see themselves in the moment. And start to experience A8 as a powerful collaboration tool.
The challenges we envisaged pulled on Audi's advantage over traditional office spaces. Where better to think about the challenges in physical environments, than a thought space that can take you through them and help you see challenges up close?
Finally, we'd incite the user into action, using the apps and dot.com accounts interested users have created to feed them personalized offers and information. As part of this service we'd provide them with their own Audi Concierge who can provide a sense of personal service, including arranging for customers to experience A8 for themselves.
Our thinking won AKQA Audi's digital business. A major win for the agency, in the year AKQA won Agency of the Year.
This win was down to the collaboration of several smart people. I worked with planners, designers, UX and other writers to build a cohesive outcome. Here are some of the areas I contributed in:
•Creative Strategy
•Digital thinking
•Copywriting
•Managing junior teams
Core creative team: Mike Kerr (ACD/Writer), Vinit Patel (Senior Writer), Guy Overfelt (Designer), Nate Riley (Designer).
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“Mike has a nearly endless surplus of broad societal knowledge. The thoughtfulness of a strategist, the knowledge base of a scientist and the creativity of a classics author. I really enjoyed working with Mike.”
NICO VAN PRAAG, Partner, Chief Strategy Officer, Kenwood Solutions
