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Audi E-Tron Sportback

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Meet The Team

Francis Dennis

Account Manager

Lauren Tyson

Strategist

Mujtaba Zaheer

Copywriter

Frank J Polk IV

Creative

Joseph Nguyen

Media Planner

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Table of Contents:

-Intro to EVs

-Audi History and relevance

-Objective/Challenge

-Research incl. Target Market

-Creative Strategy

-Creative

-Traditional Media

-Digital media

-Experiential

- Media Budget Flowchart

-Evaluation/conclusion

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Intro to the Electric Vehicle Market

General Motors EV1
Advancement of battery technology and people being more conscious of the environment.
2019: 3 million EVSs- 2030: 26 Million EVs
Government Policies, Range, charging infrastructure and interest in EVs from the general public.
Price

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Audi History and Relevance

1910: Founded in Germany
1964: Bought by Volkswagen
1989: Unintended acceleration
2018: Consumer Electronics Show

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Objectives

Introduce the Audi E-Tron Sportback to the Audi family
Establish the sale of 1,200 by the end of Q4 2021

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Challenges

Breaking through the noise.
Being the first choice.
How is Audi different?

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Research

What do people think of the brand?

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Target Market

Practical Go-Getters

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Creative Strategy

Based on our group’s research and the way technology advances not every year, but every single day, the new Audi E-Tron takes us towards a new phase of technology, where it prioritizes saving energy, providing more luxury and style. With the new Sportback crossover you can comfortably get your family seated and “drive into the future.”

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Storyboard

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Creative: Traditional

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NYC Take Over

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Non Traditional

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Experiential

VS.

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Overall Budget

Traditional: 54.16% giving $5,416,600
Digital: 42.81% giving $4,281,310
Experiential: 3.03% giving $303,405

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Traditional Media

Allocates 54.16% of the budget which will be a total of $5,416,000
This is will give a total of 143,084,512 total impressions
This will be broken down into Magazines, Billboards, and Buses, Taxis and Subways as we will be running ads in magazines for the whole year sporadically as each magazine will have 1 ad placed upon 4 months. The billboards will specifically target the months of January, June, October, & December running 3-5 billboards for 4 months in the targeted cities. As well as the other mediums will be spreaded upon the same monthly time frames.

Magazine will take 54.09% of this budget as it will take up 2.93 million
Which will give 80,168,700 impressions

This is due to the high costs in advertising in popular magazines that will touch our target demographic.

Billboards will take 8.064% of this budget taking up $436,790
Which will give 35,269,796 million impressions
The N.Y.C. Takeover will take 37.81% of this budget taking up $2,048,500
Which will give 16,935,672 million impressions

Magazine: This is due to the high costs in advertising in popular magazines that will touch our target demographic such as:

Car & Driver
Motor Trend
Road Track
Automobile
Golf Digest

Billboards will be important to be placed in these cities due to the majority of the battery car charging ports being their.
We will be targeting the following cities:
Los Angeles, Dallas, Austin, Washington D.C. and Miami
The N.Y.C. Take-Over- Due to the high advertising rates in New York City we decided to advertise on their busses, taxis, subways, and use the digital billboards to justify into our budget. It also will create great awareness, since everyone will be in close proximity upon these areas making it most effective. This will be spreaded across the four targeted months as well.
We will be putting the money through the following types:

Taxi’s

$226,000 for 113 taxi tops across N.Y.C.

Busses

Bus Shelters- 50 bus shelters for $800,000
Bus Exteriors- 100 buses across the city for $200,000

Subways

Subway Platforms- Covering 200 stations for $160,000
Subway Entrance ads- 50 Subway stations for $600,000

Digital Billboards

$62,500 (½ slot-2mins) for 4 months

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Digital Media

Will take 42.81% of the budget giving us $4,281,310

It’s important to have a digital presence due how times has changed and it will give us free publicity as well as viewership like no other.
We will be tracking this by using CPC and will be budgeting for the following mediums:

Youtube- 30.02%= $1,285,310

Gives a 4.28-12.85 million impressions
Has a $0.10-$0.30 per click rate

Instagram- 30%= $1,284,000

Gives a 642,000- 6.42 million impressions
Having a $.20- $2.00 per click rate

Facebook- 30.01%= $1,285,000

Gives 573,661 impressions
Having a $2.24 per click rate for automotive industry as of 2019 & a 5.11% conversion rate

Snapchat- 9.97%= $427,000

Snap ads will be $3,000 a month in a span of 9 months
Snap discovery ads will be at a $50,000 daily basis divided into 8 days

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Experiential Media

Our Experiential Media will take 3.03% of the budget giving us $303,405 for 25,280,000 impressions

Our experiential will show the power of the Audi’s quick charged battery against items such as a toy car, Iphone etc. and this will be in targeted local auto car shows.
The Audi Car Battery Dual Out

L.A. Auto Show- November 20-29th, 2021

$12,000 for 1 million impressions so for 5.025 million impressions= $60,301

Dallas Auto Show- March 18-22nd, 2021

$60,301

Austin Auto Show- April 9-11th, 2021

$60,301

Detroit Auto Show.- January 29th-Feb. 7, 2021

$60,301

Miami International Auto Show- February 10, 2021

$60,301

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Media Flowchart

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Audi E-Tron Sportback

Drive into the future