The Audi A8 is a high-end luxury sedan, which is only affordable for the "happy few”. How to create leads for a car that only 1 in 10.000 car buyers can afford? We needed a campaign idea that effectively targets high-end luxury consumers: from top-level managers to affluent CEO's. To effectively reach them and generate new leads we set up a special collaboration enabling us to reach those consumers we ourselves had no access too.
By teaming up with headhunters agency Huxley, we got access to the high-level profiles that we so badly wanted to reach. We briefed Huxley to look for the most suitable profiles and invite these people for a 24h VIP test-drive. For these recruiters it's easy to get a hold of our target audience, as they know them on a personal level. A campaign, featuring the headline "Don't call us for a test drive, we will call you." amplified Audi's action through posters, print ads and online bannering. People who didn't receive a phone call could still put themselves on the headhunter's radar via Twitter, by announcing their application via #testaudiA8.
Huxley headhunters called 1000 suitable candidates and conveyed over 200 qualitative test drives.
In only 10 days we registered more leads than Audi generally registers throughout an entire year.
The campaign generated 200% more traffic to the Audi A8 webpage.
Due to the unexpected success, Audi's board decided to abort the campaign sooner, even though the campaign was due to run for two more weeks.