Agency: DentsuCountry: Japan
The summary statement
This campaign succeeded in adding the Audi A3 to vehicle purchasing consideration for an urban target who has a "small garage" issue!
Campaign strategy
Acquiring new customers from the owners of rival cars has been the problem, as while the market of the Audi A3 had matured, the sales had been flat. Upon setting a campaign goal under the circumstances, we focused on two facts that "very few urban houses have garages large enough to park a car wider than 1.8m". and "the owners who have a relatively small garage of...