| Title | HEADHUNTERS |
| Brand | AUDI IMPORT BELGIUM |
| Product/Service | AUDI A8 |
| Category |
B02. CARS & AUTOMOTIVE SERVICES |
|
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
|
Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
|
Media Agency
|
MEDIACOM Brussels, BELGIUM
|
|
Production Company
|
MOJUICE Haacht, BELGIUM
|
Credits
| Peter Ampe |
DDB Brussels |
Executive Creative Director |
| Rom/John Rom/John Peter Ampe |
DDB Brussels |
Creative Team |
| Axelle De Terwange |
DDB Brussels |
Account Director |
| Kirsten Vanderbeke |
DDB Brussels |
Account Manager |
| Dominique Poncin |
DDB Brussels |
Head Of Strategy |
| Maarten Van Daele |
DDB Brussels |
Strategic Planner |
| Geert Desager |
DDB Brussels |
Head Of Digital |
| Simon De Pauw |
DDB Brussels |
Digital Production |
| Emilie Piret |
DDB Brussels |
Online Project Manager |
Results and Effectiveness
The headhunters agency handed Audi a 1000 prospects (people who wanted more information on the A8): - Half of which came directly from the files of Huxley - The other half were filtered out tweets with the hashtag # testaudiA8 Over 200 qualitative test drives were generated. 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 aboard the campaign sooner, even though the campaign was due to run for two more weeks.
Creative Execution
A billboard campaign was directly booked by the media agency, introducing a real paradox: how could we generate leads amongst the happy few via a billboard campaign which is there for everyone? That is why we set up a collaboration with a headhunters agency, enabling us to reach the high end consumers we ourselves have no access too. “Don’t call us for a test drive, our headhunters will call you” was the message shown on the billboard. Audi's action was amplified 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.
Insights, Strategy and the Idea
The new 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.