A U D IThe Twelve Mustard Seeds

Drew Dayberry, Cat Herrmann, Marika Wiggan, Jul ia Veinberg, Alex Haglund, Natal ie Hammel, Chr is Stephens

S T R AT E G Y:

R A D I C A L C O M M O N S E N S E . Open up Audi to a l low for more hands-on interact ion. Engage Mi l lennia ls in a way that they a l ready connect wi th the wor ld.

TA C T I C 1 :

F A C E B O O K C O N N E C T

There is no reason for Audi to start a new socia l network when there is a l ready one with 130 mi l l ion users. Facebook Connect brings these users to Audi’s Web site.

Mil lennia ls can login by c l ick ing the Facebook Connect button, which br ings a l l ex ist ing Audi conversat ions and events on Facebook to Audi ’s Web s i te.

Mil lennia ls can f ind people in the i r area who dr ive Audis and hear rev iews f rom the people Mi l lennia ls actual ly l is ten to—their f r iends.

Facebook Connect a lso imports in format ion about local Audi events in the area.

TA C T I C 2 :

A U D I R A D I C A L A X I S

Promise f rom Audi to the publ ic that i t wi l l pract ice open innovation , a l lowing the publ ic to co-create wi th the company. Opens up Audi data through APIs, forums, mult imedia f i les, and the abi l i ty to share and embed content on other s i tes. Mi l len ia ls are able to download and use th is new technology even i f they are unfami l iar wi th how to create i t .

Driving program le ts current Audi dr ivers opt imize the i r cars for country dr iv ing, c i ty dr iv ing, or per formance dr iv ing.

Le Mans racing program g ives race fans the abi l i ty to interact wi th in format ion, v ideo, p ictures, and sounds f rom Les Mans, the most award-winning race for Audi .

Audi music program that a l lows users to create a unique music exper ience depending on where they choose to dr ive.

TA C T I C 3 :

Z I P C A R

The problem with dealerships is that Mi l lennia ls do not fee l comfortable going to them. I f they do enter one, they are usual ly not g iven an opportuni ty to dr ive a car. The solut ion is to redefine what it means to take a test drive.

Audi can do th is by partner ing with Z ipcar. Z ipcar is located in the same areas as the emergent creat ive c lass and prov ides a s imple, short- term renta l program. I t lets Mi l lennia ls dr ive Audis at younger ages. The partnership would a l low brand loyal ty to start before the purchase cycle.

TA C T I C 4 :

“ S U P E R S P O N S O R ” O F S O U T H B Y S O U T H W E S T

South by Southwest Interact ive is a convent ion where the latest technology is presented to the next generat ion of creat ive th inkers. Audi wi l l create a Radica l Ax is Chal lenge; an opportunity for the creative class to compete for scholarships, internships, and cash pr izes us ing Audi ’s technology to create the new innovat ions and appl icat ions. These creat ions would then be avai lable on the Audi Radica l Ax is sect ion of the Audi Websi te.

T H A N K S .