Australial marketers young_lions_2012
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Transcript of Australial marketers young_lions_2012
Audi Australia and Room to Read.
Together, they believe that World Change
starts with Educated Children for a progressive future.
The Brief • We need the agency to develop a campaign to promote our app ‘Race to Read’,
aimed at educating and entertaining Australian children in the backseats of cars - ‘edutainment’.
• All proceeds of the app will be donated to Room to Read.
Agency tasks - deliverables Create a brand logo and identity for ‘Race to Read’
Concept and development of app
Channel strategy, comms development including ambient stunt for launch
Pre-launch Interest generators Launch Follow-Up
Campaign launch Audi ambassadors App Documentary with winners
Announcements:
eNewsletters
Online video Gaming Announcements:
eNewsletters
DM (Audi Mag) Ambient stunt Donations Audi events
Sponsorship partners Competition element of
travelling in the
documentary
Book drop at dealerships Online campaign to
documentary
POS: At dealerships throughout
Online always on strategy: Social media and website throughout
Earned media: PR and WOM throughout
KPIs • Raise awareness
• Educate Australian children
• Raise $3 million
• 200,000 app sales to raise $2mil
• 1,000,000 additional app features sales to raise $1mil