Our Client Experience

 

Building an Emotional Bond between Audi and Chinese Consumers

During the 1990's Audi was widely perceived as 'the government car brand'. Eager to tap into an emerging market of increasingly affluent, more sophisticated consumers Ruder Finn China was tasked with repositioning the brand as a leader in China's premium car market amongst private consumers.

Ruder Finn China's powerful "One Step Ahead" Campaign aimed at:

• Educating consumers on the meaning of 'premium' and 'premium lifestyle'. In 1999, the Audi Media Centre was established. The Centre was the first of its kind in China where members of the media could attend workshops and seminars on breaking news topics. At the same time, the Centre was used as a tool to strengthen the association between Audi and the brands desired attributes and values.
• Providing consumers with a wealth of opportunities to experience Audi's 'premium lifestyle'. Audi was the first car manufacturer to sponsor cultural, artistic and sporting events in China, one of the earliest being sponsorship of the Three Tenors China Tour.

In 2001, AC Nielson data showed that Chinese consumers had shifted their perceptions of the Audi brand and now placed it in the premium league alongside Mercedes Benz and BMW. Since then, Ruder Finn China has continued to consistently focus on building an emotional bond between Audi and Chinese consumers. Audi is now firmly perceived as a 'private use car', with over 70% of Audi owners being non-government individuals.