PROJECT PROPOSAL: AUDI _PROGRESS THROUGH TECHNOLOGY

REMOTE CONSULTANCY_10/12/09www.remoteconsultancy.co.uk

CONTENTS_

02_ CONTENTS PAGE04_ MISSION STATEMENT06_ INTRODUCTION08_ INTERVIEWING AUDI10_ QUESTIONAIRE RESULTS12_ CUSTOMER PROFILE14_ DETAILS OF EVENT16_ LOCATION OF EVENT18_ HYDROGEN ZONE20_ QUATTRO ZONE22_ SIMULATION ZONE24_ CONSUMPTION ZONE26_ ADVERTISING CAMPAIGN28_ WEBSITE30_ COLLABORATION32_ MAGAZINE SPREAD34_ FUTURE RECOMMENDATIONS

REINVENT: REVOLUTIONISE: REDEFINE

04_

VORSPRUNG DURCH TECHNIK:

At present Audi offer 12 models of car, which are available in 8

different types from Saloon to cabriolet, the new edition the A1

launched in November aimed at the young market. The current

target market is males of 30 years plus, who are earning over a

certain amount, the wealthy market. Although Audi prides itself

in ‘Vorsprung durch technik’, progress through technology,

many people are unaware of the models and products.

The knowledge of Audi seems to go as far as it’s German

origins and being owned by Volkswagen, many people

are oblivious. It has been dubbed as a safe and quality

made German car, something the younger generation

are not so interested in. The basics are there; the brand

needs to make an extension to the target market,

informing them of the possibilities of owning an Audi.

06_

Remote consultancy interviewed John from the head of sales and Michael brand manager at the Walton on Themes Audi new and used cars showroom.

What colours and aesthetics make the car more accessible for people to buy? J- Audi always promote a sportier imageM- if you look at most dealers,look at the car park, as when cars come in for a service, it’s always black, black, and black. J – black always has been, always will be very popular, silver was massively popular a few years ago, white we didn’t sell a white car for years! But white has come back with vengeance.

Does there tend to be trends with colours?M- Audi have only recently been pushing the other colours in the range, generally speaking if you see an Audi on the road it tends to be black or grey, only recently as john said can you get really nice whites.J- white... probably over the last 10 months to a year has just taken off, I think allot of manufactures use white quite a bit for motor shows and things, two years ago I would never even considered ordering a white car for the showroom, now I always order two or three.

When people buy a new car do they generally go for the extras and what you’ve have in the brochures or do they tend to not buy any of those?M- The configuratior is a great tool, all car manufacturers now tend to have these car configurator’s because you can see what the car looks like, colour, you can see car specifications, price changes to what added is, so like adding metallic paint, different wheels, sometimes the wheels alone can completely change the appearance to the car, and the configurator can do all this so people can come in here and know exactly what they want. J- there’s hardly any two Audi’s that look the same. For the ‘Mr. and Mrs. private customer’ obviously some cars will be the same spec’ but very few customers order the same.

What advertising campaigns do you think have helped establish the brand? M- I mean the R8... the slowest car they built, sends a

AUDI SHOWROOM INTERVIEW

message across doesn’t it? It’s all about exclusivity, aspire to have these really nice cars, it’s very clever advertising, I mean go back to the early days; it was probably more sports orientated wasn’t it with the rallying?J- well yes as the brand goes, Audi’s TV advertising is very strong and very different, and always for the spider it’s quite unique and stands out. M- another thing you have to remember is they will only advertise top people like Man United, Real Madrid, equestrian show jumping they’ll be at, film releases, things where celebrities are all drawn to, like a magnet, they will be there pitching their product. And these are really upmarket venues that bring the right cliental J- The next forthcoming model we’ve got is the A1, which will introduce new customers that we don’t have, because it’s a new model, we don’t have anyone in that segment.

What is one of Audi’s unique selling points?J- Audi is known for its safety but I don’t think you could have it as its unique selling point, because most

manufacturers want to achieve safety, like 5 star rating. I don’t think you could ever claim it as being a unique selling point, because all manufacturers offer the same. M- heritage sportinessJ- yeah Quattro.M- In the heritage scheme of things they’ve always been one for sport. But it’s not just sport it’s an image, people want to be seen in an Audi, whereas ten years ago, you had to be seen in an BMW or a Mercedes, but now Audi is considered for its wealth.

To round things off, have Audi got any more future plans?M- I think at the end of the day the figures speak for themselves, Audi have had record growth in the UK, and in Europe and worldwide for the last 11 to 12 years. They’ve have aspirations to be number one prestige company in 2015, and if they achieve that goal they will be selling more than half a million cars world wide.

“THEY’VE GOT ASPIRATIONS TO BECOME NUMBER ONE PRESTIGE COMPANY IN 2015, AND IF THEY ACHIEVE THAT GOAL THEY WILL BE SELLING MORE THAN HALF A MILLION CARS WORLD WIDE”

08_

4 RINGS:TAGLINE:RELIABILITY:QUALITYWhat is the first thing you think of when you hear the word Audi?

Remote conducted a questionaitre around the London and Southern area, asking a variety of different questions to members of th epublic about Audi, Cars and the reasons behind the automotice purchases.

SURVEY3 6 5 11 1111 2

Res

pect

able

Pric

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Nic

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Rel

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e

Sty

le a

nd L

ook

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entit

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Ger

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Saf

ety

Spe

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type

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Why

wou

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ave

an a

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17Do you Drive?

46Are you aware that Audi is owned by Volkswagen?

SAY

YES

52Would you ever aspire to have an Audi?

SAY

YES

42 SAY

NO

Does this affect your opinionof the brand?

40%

Of people have visited a car event.

7- Vauxhall

3- Audi

4- BM

W

5- Ford

3- Peugeot

2- Alfa R

omeo

1- Suzuki

3- Fiat

1- Hyundi

3- Honda

13- Volkswagen

1- Range R

over

6- Renault

1- Citron

2- Daihatsu

4- Mercedes

1- Jaguar

1- Saab

1- Mini

2- Kia

1- Suburu

1- Toyota

Sports Car - 33

10 -

SU

V

2 - P

eople

Car

rier

10 - Saloon

6 - Estate

12 - Convertible2 - H

atchback

25 FEMALE 48 MALE

Gender of persons asked

24 22 09 04 Why did you choose your current car?

Aesthetics Price Fuel Consumption Economical

What car do you own?

Under 17

18 to 25

26

to 3

5

36-45

46+

Age Ranges of people questionedWhat type of car would you aspire to have?

10_

CUSTOMER PROFILE

James Smith, 34, attended Oxford University where he studied Business Law and Management,

finishing with a First, he is a successful businessman that earns up to £50,000 a year; he is the

head of his own sector at White HR in the city. Although James is a hardworking, dedicated

to his job man, he is has a great sense of humour who likes to have his mates over for a game

of poker at weekends in his house in Surrey, where he lives with his fiancé and daughter of 1.

At weekends James goes to the local Golf club, where he is a member along with attending

Ascot and the dog races. He has annual holidays abroad each year with his family to the Alps

and also in the summer him and his fiancé go away as a couple to the Caribbean, this is for a

relaxing/ romantic getaway where they take part in activities such as scuba diving and boating.

He drives a gunmetal grey A5 Coupe, which he bought due to his promotion and bonus

and has an i-Phone, which is necessary to his busy work life and also due to his interest in

the latest technology. At home he has the top of the range flat screen TV and sound system.

For work James wears a suit shirt and tie and at home chinos or jeans with a polo shirt. Often

buying his clothing from House of Fraser, where he can buy brand labels. But when buying a

suit, Paul Smith is the only way forward. When it comes to grooming, James uses products of a

respectful price and goes to the gym twice a week after work, as his health is important to him.

He came from a middle class background and has worked his way up, so James does not like

to waste money on un-necessary items, he was attracted to the Audi because of the lower fuel

consumption. But also loved the aesthetics and add-ons that came with the brand.

12_

The aim of the event is to give the public a hands-on interactive

experience with Audi, especially aimed at those who don’t

have an opinion on the brand. Through this opportunity, a

variety of people will attend as it’s an open event. By educating

people about the company and it’s innovative technologies

and designs it will make the public more brand aware.

Promoting 3D and holograms show that Audi are using

contemporary technologies that are extremely relevant and

currently on trend. Society thrives on trends and new inventions.

The 3D and holographic features will be significant

trends in the following years, transforming business and

advertising but also education and the environment.

‘PROGRESS THROUGH TECHNOLOGY’THE EVENT

Zone One- Hydrogen

Zone Two- Quattro

Zone Three- Simulation

Zone Four- Consumption

‘PROGRESS THROUGH TECHNOLOGY’THE EVENT

14_

This event can be located in main commuting towns, the reason being a majority of the population around that area will either work in or travel regularly with easy access into the town. (Below are the 7 towns and locations chosen)The event comprising of four circular rooms will move according to the surroundings, as it is not a fixed structure – this was achieved as many of the towns do not have an expanse of ‘green space’ available to locate this event.

LOCATION

NewcastleExhibition Park just off the A16715 June - 25 June

ManchesterGorse Hill Park just off the A56 next to Old Trafford. 30 June - 10 July

Norwich Eaton Park- West Norwich on the A140.15 July - 25 July

BirminghamCalthorpe Park, A38 Bristol road. 30 July - 9 August

Bristol Castle Park, next to Cabot Circus.14 August - 24 September

Southampton The Common.29 September- 8 October

LondonHyde Park , Eastside. 3 October -23 September

16_

This zone is dedicated to telling the story of Audi. It features the

heritage of the company, documenting back to the original 4

companies that amalgamated to create Audi, depicting the qualities

each brought to the new brand. There will be time scale along the

wall nearest the entrance, portraying the Audi models from 1932 to

present day. This will show the audience how innovative and ahead

of the time Audi have been since the very beginning, showing the

consistent quality and unique designs. This section will also display

the technologies and features that were influential at the time, which

explanations of how the features work. In the other section of this

zone, will be a cinema which will play a film about Audi every 30

minutes. The film will be in 3D with each visitor receiving a pair of

custom made Audi 3D glasses designed in collaboration with Mykita,

a Berlin based glasses brand. The film will only last 20 minutes and will

narrative the main events of Audi’s history, including it’s part in the

Iron Man motion picture. The 3D effects will make the short movie

more appealing and will really make Audi jump out at the audience.

ZONE ONE _HYDROGEN

18_

ZONE TWO _QUATTROAudi design foundation was established as an independent charity in

1997, over the past decade the charity has donated more then £1million

to support their ethos. Their most recent project -Sustain our Nation-

was set up in March 2010. The competition challenged university design

students to work within their community to develop sustainable enterprises.

To promote this successful competition and develop upon the enterprises Zone 2 will

hold an exhibition of their work. This will comprise of photos, videos and interactive

mediums- the students who partook in this challenge will also travel with Audi to the

various cities to network and promote their work. A workshop will also be available to

the public to develop their own ideas of enterprises, this shall appeal to the younger

audience with the most successful outcomes being showcase on Audi’s website.

The second part of Zone 2 will compromise of concept cars- a variety from Audis current

range, hydrogen cars- the next step to automotive technology and this years Le Mans

Racing car. The range of cars will open the public’s eyes to the array of different aspects

of the industry Audi works on- and shall move the general perception of the brand

to one of up-to-date technology, fuel efficiency, safety, and diversity within the brand.

20_

ZONE THREE _ SIMULATION The Simulation room is all about the interaction with the products that are featured in

the areas of the room; there will be many types of technology for the customers to use

from the configuration tools, to the robot installation room and the car simulation room.

The installation was first shown in Trafalgar Square at the London Design Festival

in 2010, in which Audi collaborated with Outrace to create 8 robots that would

use there headlights to write messages in the light, to do this an interactive board

(outrace website) is featured so you can type the message of up to 70 characters into

the keypad which then creates the message in light, this was very successful with

many people interacting with the product. The Interactive screen already features

in Audi stores over the country, so we thought that it would be a great idea to

have it in our zone. This piece of technology creates a hologram of the car, which

is done by a blank board that is held up against the screen to show the image

of the car. The customers will be able to play around with the car, by moving it

around to get a view of the whole car. This is a great way for clients that are buying

Audi cars to view in hand what it looks like and what changes need to be made.

22_

In this room the main attraction will be a viewable workshop with Audi engineering

professionals teaching the students how to construct Audi car parts. There is a big

market for reusable car parts because they tend to be very expensive, and also reusing

will help the environment in its way instead of making more heaps of rubbish.

However instead of learning to make a car with these parts, together they will be

constructing robots much like those at Trafalgar square with Outrace. The students

will work in groups and be able to design the robot with the guidance of the engineers,

and will then learn how to construct the metal, work the mechanics so the robots

can operate, This event will solely last on however long it takes to make the robots.

Another big feature of the room would be a large countdown clock connected to the

wall opposite the viewing glass. This would symbolise how long the robots would take to

make. Once the plans were drawn up and the robot’s designer an accurate time measure

would be able to be made for this countdown. There would be many variables into how

the time could change including how inventive the students wanted to be and the time

would have to account for possible mistakes which would set them back into making it.

At the end of the event on the last day the final robots would perform a routine/ show what

they were made for. They would then be taken up to the last location London, and on the

last day of the London event everyone would be able to see the final robots all together.

These robots would be able to be used in Audi showrooms all over the UK as aesthetic

pieces. Each cities main showroom would have one of the robots and the others would

go to the biggest showroom the West London Audi centre to be put in an exhibition.

ZONE FOUR _ CONSUMPTION

24_

Our Advertising Campaign consists of two types of media that will help us target an

audience of 20/30 year olds; these are the people that are first time buyers for Audi and

that are intrigued with the brand itself. The types of media that we are using to advertise

our event are as follows, an advertising campaign which will feature in each city that Audi

plans to visit, and it will include an invitation aswell as a flyer for the event.

The second type of media we shall use is a collaboration with MyKita who have designed

3d glasses for this occasion; this will be shown through a magazine spread, with also a press

realease.

The advertising campaign (Progress through Technology) features a stack of Audi Cars and

pieces of Audi scrap metal that will be in each city for 10 days before the event happens,

the event will start in Newcastle and will visit Norwich, Manchester, Birmingham, Bristol,

Southampton before ending up in London for the final event. During the process of the

campaign we shall gradually place items that link to Audi such as the logo (four rings), and

we will have a countdown which will tell you how long it is until the event is revealed. The

reason behind this is to keep the audience intrigued with the process of what is happening.

On the 10th day there shall be a banner, which releases the actual time and place of the

event. This will hopefully get us a lot of press coverage from the BBC and ITV that will get

more people involved in the event. During this we shall be sending out invitations and flyers

to Audi customers, which will be an Audi car that will give the time, date and place a couple

of days before it happens.

ADVERTISING CAMPAIGN

The invitation will be sent out to existing customers, where as the flyers will be featured in various magazines such as Wired, and also around the city centres that will entire a new market.

26_

Here is the website mock up, this is so the Audi customer can check when and where the event is taking place.

28_

COLLABORATION

We decided that as Zone One, Hydrogen was having a small cinema room with a 3D film playing, our giveaway gift would be a pair of Audi 3D glasses. This would be the only free giveaway at the event excluding flyers. We decided that as Audi do not have a range in glasses already they would do a collaboration with an existing company. We chose Mykita, as it is a German company and is quite a newly established brand that could do with the publicity in the UK. They have a range of fashionable glasses that are more than just a bit quirky. that involve bright colours with different shaps and styles.

The pair of glasses would have the Audi logo of the four rings, with the words ‘Vorsprung Dork technique’ inscribed into them. They would be red with a touch of black, this is due to audis overall theme colour. Mykita has done a few limited edition collaborations already and this would really propel them into the UK lifestyle industry.

Audi have worked with Berlin based eyewear brand MYKITA, to create a collection of 3D glasses for the summer 2013 touring event. MYKITA was founded in 2003 by Harald Gottschling, Daniel Haffmans, Phillip Haffmans and Moritz Kreuger, who produce eyewear for the designer market.

The company is unique due to its use of cutting edge materials, high- tech component production and hand assembly, making it a truly innovative and modern brand. The frames are put together by hand in the MYKITA workshop in the heart of Berlin, something that shows the brand cares about their products, striving to make each individual.MYKITA’s signature look has mixture of beauty and technology, something that is close to Audi‘s own ideals.

They are on a constant search for intelligent technical solutions and use new modern materials, creating pieces that could be placed in the future. Mykita have worked with several young designers such as Romain kremer for the S/S 2011 collection named Gordan. The company are years ahead in the design of eyewear and are passionate about the development in their technology. This was displayed with a new material that was invented by the MYKITA team,Mylon. It is a new patented material that involves polyamide that can be formed into any shape desired, which gives unlimited design ideas.

C.neeon a Berlin based fashion brand used MYKITA sunglasses in their catwalk show for A/W 2009-10, a collection that provided a new take on the style of young Berliners, with graphic print shirts, a style that is different to UK fashion. The Berlin style has been brought to the UK via Topshop already and Vogue said ‘MYKITA sunglasses helped emphasise the Berlin cool theme here. Audi wanted to give something back to the visitors of the Progress Through Technology event and the eyewear brand seemed a ideal collabortation, both are German and thrive on the development of technology and innovative futuristic ideas.

One of the features of the event will be a 3D Audi film, bringing the cars to life and Audi wanted to give the audience a pair of 3D glasses that they can take away with them. The glasses will incorporate the MYKITA style of frames and the vivid colours, creating contemporary 3D eyewear bringing this trend to the fashion forefront. The MYKITA/Audi 3D glasses will be a free gift limited to the event and will not be available to buy anywhere, exclusive to Audi. The event will begin in Newcastle in the June of 2013, information is available on the Audi website.

Audi and Mykita collaboration for Summer 2013

30_

MYKITA & AUDI

Collaboration with Mykita - magazine spread

MYKITA & AUDI_

AUDI PRESENTS A 10 DAY EVENT

IN COLLABORATION WITH MYKITA EYEWEAR

PROGRESS THROUGH TECHNOLOGY

NEWCASTLE 15 JUN - 25 JUN

MANCHESTER 30 JUN – 10 JUL

NORWICH 15 JUL - 25 JUL

BIRMINGHAM 30 JUL – 9 AUG

BRISTOL 14 AUG – 24 SEP

SOUTHAMPTON 29 SEP – 8 OCT

LONDON3 OCT – 23 SEP

The future of Audi lies with the expansion of the target market and with constant developments into it’s technology. The event proposed is the beginning of changing the view on Audi, to enlighten new customers and increase the variety of buyers. The Progression through Technology event would be the first and if it is a success, with positive feedback from the public, Audi could continue to host a touring event every summer. Each year Audi can display it’s new creations and demonstrate the developments in their technology, including the latest gadgets and applications featured in the cars. Also the student design competition could be annual, giving young people the chance to exhibit their creations to the public and industry representatives. It is important to continue with the Audi Design Foundation, with the employment climate at an all time low, the future is unsure for many young people. Audi can help give them the opportunity to create sustainable future. At the same time it is important to promote new designs that will make an impact on the stability of the environment, such as lowering fuel consumption and using technology that can reduce the carbon footprint. Sustain Our Nation was the start of this, it would be ideal for this to continue over the next few years.

FUTURE RECOMMENDATIONS

A proposal for the future of the company is to establish apprenticeships at Audi, for young people just out of college who do not want to go into higher education, can learn with a hands on experience. With University fees rising in the 2012, many students will not get the chance to carry on studying but by offering this scheme Audi would have a hand in the development and futures of the younger generations. Offering engineering, graphics, product management, communications, events, franchising and sales positions, starting at the bottom it will give students the knowledge and the experience that could not be obtained from higher education. Investing in the future generation will enable the brand to stay current at all times and will bring a shot of youth into the image of the company. Audi’s focus is on progression through technology, taking that objective and transforming someone’s future will bring a variety of fresh ideas into the company and promote Audi’s reputation to a wider consumer.

FUTURE RECOMMENDATIONS

34_

REMOTE CONSULTANCY_10/12/09www.remoteconsultancy.co.uk