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Presented By:

for Audi UK by Somo

Finola

Contents
Introduction o Audi o Mobile Marketing o Audi & Somo Strategy opted by Somo Objectives of the campaign

The target audience Results Client testimonial Measurement of MM Problem Solutions

About Audi UK
Audi is one of the worlds leading carmakers in the premium and supercar segments. Audi cars aim to delight customers with their outstanding, modern design, technological innovations and high build quality. The focus is always on the ambition to develop pioneering automotive concepts that therefore fulfill customers high expectations.

Mobile Marketing
Mobile marketing is any form of communication that uses a mobile device to reach customers anytime anywhere and make them react in some targeted way Mobile marketing can meet most if not all of the marketing needs an advertiser may have today

About Audi & Somo

During 2010 Audi UK and Somo began work on a mobile strategy to enable Audi to enter the rapidly emerging mobile market, To make information on its cars available to customers in an informative yet attractive way. The mobile site was launched in January 2011. The objective of the mobile site was to introduce Audi UK into the mobile market while maintaining Audis company vision and branding.

Strategy
Before building the site, Somo undertook a root and branch review of the Audi brand, heritage and history. They liaised closely with the clients web agency and digital hosting company to ensure that they created a site that best represented Audis core values They added mobile specific focus, so that the mobile site not only fitted within Audis brand, but also optimized Audis reputation as cutting edge and design led.

Objectives of the campaign

The objective of this project was to lead Audi UK into the mobile market and create a series of products aligned with their company vision which translates as advancement through technology.
Phase 1 of the mobile strategy is the delivery of the Audi UK mobile site, a cross platform smart-phone solution.

Cont
The campaign is still ongoing and is being followed by the launch or further 'events-related' apps designed to maintain Audis position as a leader in mobile campaigns in the automotive industry. The goal of the site is to increase awareness of the Audi brand and the products and services it produces, interacting with existing and potential new customers.

The target audience

The site is targeted at any mobile consumer interested in purchasing or finding out more about the Audi brand and range, who fall typically into the 25-54 age range.
This age group makes up the largest users of smartphones in Europe, according to Comscore.

The site was designed to appeal directly to this audience, while also attracting new users searching for Audi products on mobile browsers for the first time.

Results
The goal of the site is to increase awareness of the Audi brand and the products and services it produces. According to Bango statistics, within three weeks of launch the mobile site was achieving over 10,000 page views and over 1000 unique visitors per day, prior to any publicity campaign.

Client testimonial
Were delighted with Somos work in designing the site for us, said Hugh Fletcher, Audi UKs national digital manager. Somo has applied a new mobile technology in a truly innovative way that enables us to present our cars in a manner that is both eye-catching and which fits with our strategy of making our cars more easily accessible to both existing and potential customers via mobile devices.

Measurement of Mobile Marketing

The possibilities Measurement is at the heart of mobile marketing With mobile analytics you can: Track individual visitors across all campaigns Measure ad impressions, clicks and goals achieved Track engagement levels, behavior and actions Measure your campaign ROI and compare campaigns Monitor traffic levels See real-time data for quick reactions

Problem
Not everybody visits the app & websites Everything is not on mobile Level of targeting is not identified Only Androids, OS and Apple support the app Possibility of mobile network traffic Click by mistake

Solutions
Combining all kinds of data will give a better view Measure effectiveness by looking at Number of clicks Impressions and conversions

Identify all your consumers, where they come from, carrier and type of device theyre using

Cont
Pre-click and post-click information is key Provides accurate view of how campaign is performing Unique identification of all users it provides the foundation for success

Actionable insights from your mobile data provide key information for effective optimization