Audi

Project

AUDI AG is the third largest premium car manufacturer in world. Established in 1909, the company produces vehicles in four countries, the Changchun factory in China being the only one located outside Europe.

AUDI AG sold more than a million cars in 2008, thus achieving its thirteenth consecutive record year. The company is active in more than 100 markets and employs around 57,000 people worldwide, including 45,000 in Germany. China is now Audi’s second most important market globally with more than 118,000 units sold in 2008.

The brand with the four rings invests more than €2 billion each year in order to sustain the company’s technological lead embodied in its “Vorsprung durch Technik” brand concept, which means "Advancement through Technology".

Objectives

RFA began its partnership with Audi China in 1998 and Audi is currently RFA’s largest account in Greater China in terms of revenues and dedicated staff: some 30 mostly full-time staff are divided into two teams “Strategy & Message” and “Media & Event” to work on the account, which has now been successfully expanded to Hong Kong.

RFA provides full spectrum communications service to FAW-VW Audi brand PR department, from strategic consulting in brand and product communications to event execution and sponsorship, which requires frequent contact with Audi AG headquarters, regional sales offices in China and dealers.

The range of services provided by RFA to Audi includes product and brand positioning; media monitoring, media relations and media bureau; industry and competitor intelligence and analysis services; issues and crisis management. RFA regularly organizes training sessions such as spokesperson media training and dealer training and communications. Services also include media test drives, media and marketing events, product placements and sponsorship.

In the 12 months to March 2009, RFA successfully planned and implemented Audi’s Olympic Plan and Green Driving project;worked on ongoing media preparedness with the client, to address potential crises; and provided strategic consultancy for the positioning and launch campaign of the all-new A4L. RF also helped Audi to pursue its highly recognized CSR project “Audi Driving Dreams” and launched Audi’s innovative semi-official brand website, ouraudi.com, thus putting Audi in the driving seat in the premium car segment in China in the new field of ePR.

The result of this long-term cooperation between Audi and RFA is that Audi remains the leader in China in terms of media satisfaction as well as in SOV in the premium car segment. The brand with the four rings has successfully repositioned itself in China from “official car” to a progressive, sporty and sophisticated car brand.