Oreca-Events

     

Audi quattro days

 

National roadshow to increase sales

Insight

 

Proving quattro system is a superior technology

Audi France wanted to organise a national tour fitting in the line with the Audi driving experience. Addressing lead customers and prospects, this event’s primal aim was to show and highlight quattro technology’s potential in everyday driving.

As a major constraint the brand required that all test-drives take place within a 90km distance of Audi’s 142 dealerships. As opposed to the ADE classic programme which offers contents articulated around the sporting aspect, this roadshow needed to be essentially made of driving workshops, not forgetting the sense of delight, a priority for the brand.

Our response

 

Several tracks and 4 highlights

We first focused on finding appropriate locations according to the logistical constraints imposed by the brand. We selected different tracks, close enough to cities and featuring the technical qualities that could allow maximum exploitation of the quattro system.

We then reflected on contents and decided to devise an attractive training programme articulated around four main points:

  • Everyday quattro: comparing quattro technology vs front-wheel drive in an ordinary situation
  • quattro spirit: comparing quattro technology vs front-wheel drive in an extreme situation
  • quattro range: “quattro for dummies” explained by an expert via an interactive game
  • quattro sport: taxi drive on board a RS model, emphasizing the technology’s efficiency

Outcomes

 

17

tracks
selected

 

30

day
event

 

38%

activation
rate

 

1200

event
participants