Audi : The New Dream In Town ( EXPERIENTIAL MARKETING)

I guess it’s really no surprise.  In any of the top action movies over the last 3-4 years Audi has been positioning itself as the new standard for desirable luxury.  Audi  wasn’t yet doing any straight up comparisons, but they certainly had been earning a bunch of “cool” on our emotional rolodexes.  It seems like Audi has decided to cash in some of that earned equity and ratchet things up a bit

In the US, Audi is running a series of commercials that has the DNA of the movies in which Audi has prominently appeared.  You can slightly feel the Jason Bourne series, the movie Taken with Liam Nielson and there’s a touch of the Transporter with “the man”.  If we take all of those movies and put them in the blender for about 15 seconds you’ve got the underlying DNA for the new AUDI USA TV spots.

The spots put the Audi “tire to tire” against the Mercedes.  It’s experiential methodology deployed via a mass distribution channel because it’s as if they’ve plugged right into my emotional car port that resides directly behind my right ear as it turns out. 

Let’s be very clear here - I’m a car person.  I’m on record as such.  I don’t own an Audi, but their cars’ elicit a definable emotional response when i look at the bold stance and unwavering beauty of their new line up.  They are going as far to get little boys to put Audi posters up on their walls instead of the Italian, Pavlovian conditioned posters that all the young boys had been dreaming of to date - mission accomplished. There’s a new dream in town

I’m a tough one to please in the world of cars.  For the last 5 years I can honestly say that Audi dropped out of my consideration set because they started over styling their cars, and it was tough to decipher if there was a 1.8 liter turbo in front of me or an S4. So as of 2007, Audi was firmly in last place in my consideration set - then it’s as if they woke up.  Of course, this isn’t to say that they didn’t have some beautiful vehicles.  The A8 was gorgeous, unfortunately it was only putting out 420 bhp when the same engine in the Bentley was putting out in the neighborhood of 640 bhp.   I’m no hater.  I’m a very proud owner of a VW race car and a Porsche 911 Techart conversion. So, nobody can say that I don’t like the company.

I can say this.  In my opinion there is no other car company that has an entire line-up of cars that simply leaves me breathless.  While I’d be more apt to drive the A8, S5 or R8 - I’d be thrilled to drive an S4 or one of the cars at the lesser expensive end of the Audi car roster.

All of this car talk has been fun, but the main reason that I’m writing this piece is that Audi has masterfully equated their brand with contemporary luxury and while placing Mercedes in the Old luxury position.  I purposefully didn’t use the word modern as modern isn’t what we’re talking about here - we’re talking about contemporary.  Audi  has successfully started to spend the equity that they’ve been earning over the last few years and have brilliantly placed themselves into this position.  And, in my opinion again, they’re not going to be unseated from this position.  For a myriad of reasons, but mostly because they have an entire product line-up of beautifully styled cars that are nicely appointed with the things that drivers expect in luxury vehicles.  Is Mercedes luxury? I guess, but Audi has made them old luxury - as in go grab the shuffle board.

It’s been fun to watch the process unfold over the last few years.  Cars are emotional purchases by default, but the feelings that the new Audi’s evoke make one’s heart beat faster, and they seem to be making people want to see if they can fit one into their budget.

As for Mercedes.  You need to hire me or someone that understands cars and the intricacies involved with what’s going on here. Truth be told - the C63 is one of the baddest cars on the planet - why doesn’t the now about it ? What about all the awesome Mercedes?  If I allow myself to be very real for one second - SHAME ON YOU MERCEDES !!!!!  You have some of the finest automobiles on the road - they’re styling, handling their everything is brilliant - yet you haven’t been telling me about it.  Let’s sit down soon.  I’ll shine the spotlight on the right places and get peoples’ hearts racing again.  But, for now, you're old - sorry.  BRAVO AUDI !!!!

Hello Community Members,

WOW!  It's been 5 months of hard work, and the I reviewed all of the final research paperwork.  It's a great report

Ruth, the webmaven, will be home later tonight US time.  So, the research will be pleaced up tonight, and there will be a link sent to everyone.

For all of you agencies and brands out there - if you're looking for a research partner - IMI should be that partner.  We were thrilled to be able to work with them this time.  With so many partner inquries - we want to make sure that we give everyone a chance to shine.  I'm sure we'll do things in the future with IMI - so should you.

As always, i just wanted to make sure that I gave everyone the up-to-the-minute research update. 

I love this community. 

PLEASE DO ME ONE FAVOR - There are a lot of you that blog etc.  Please make sure that you blog about the research and pass aong the link.  That way we will add a lot of people to the community - the greatest comunity in the world:)

As always, i thank you for the continued partner inquiries - I must ahve had 20 plus last night.

I hope that each of you feel like you're part of somethign special - because you are.

As a community, you just took part in the world's largest global experiential marketing study  BRAVO!

Thanks for all that you do
Erik Hauser

Get a peek inside the EMF Conversations - Here is a recent exchange : Experiential Marketing 

Looking forward to hearing others' thoughts on this trend.

"Municipalities are increasingly treating street marketing efforts such as pasting logos on sidewalks or using chalk stencils as if they were graffiti -- and in some cases fining and arresting contractors who are doing the actual work."

http://online.wsj.com/article/SB10001424052748704377004575650793095802282.html?mod=WSJ_business_MediaMktNewsBucket

ADman
Joined: 12 Jan 2007
Posts: 19

Posted: 06 Dec 2010 07:04 pm    Post subject: Street Stencil  

Oh, the days when I used to personally apply this stuff with my friends all over San Francisco, New York and LA, is now luckily beyond the statue of limitations. ;) Traded it for creating experiences and wowing people, not cluttering their lives.

I, first would argue that this type of thing is not Experiential. Its a static add on the ground. What’s the experience? Definitely, a Guerilla Tactic but not Experiential by itself. Right Erik?

Adam Hollander | Brand Marketers
701 7th Ave 9th FL New York, New York 10036
This email address is being protected from spam bots, you need Javascript enabled to view it

moderator
Joined: 12 Jan 2007
Posts: 387

Posted: 12 Dec 2010 10:54 pm    Post subject:   Very interesting dialogue, and a very interesting question posed by Adam. Is it experiential?

The truth is that everything has the capacity to be experiential. As any advertisement or marketing message can act as an emotional trigger and be the impetus for an emotional response. A response that perhaps wouldn't even be seen by those surrounding the particular individual that was being effected on an emotional level.

For conversation's sake. Let's say that the sidewalks were inside of a lab environment. Let's say that there were researchers right there to query the consumers after they interacted with the stencil in their own way. We know that there are so many modalities of experience, but we like to think that experiential marketing appeals to consumers on an emotional level by stimulating some part of their emotional rolodex in a positive way.

It's fair to say that some would look at the stencil as art, some would look at it as graffiti and my guess would be that if a consumer had a previous experience with that brand that it would trigger the emotions that were connected to the initial interaction with the brand.

So, is it experiential? Everything can be. As experiential marketers it's our jobs to create positive brand experiences where and when our intended audiences will be most receptive to it. As the great French philosopher Camus stated, " We can't create experience we must undergo it." Our intention when we create experiential programs is that we create environments, static and dynamic interactions etc in which the majority of the population would have a response that would allow one to say it was an experiential element.

Back to the sidewalk. It's a dated technique, and in most cities people look down upon corporate messaging adorning the sidewalk. I would say in just knowing that one fact - I would stay clear of that tactic. Simplistic stenciling often comes off as intrusive, invasive and utterly bothersome. I wouldn't be able to get past that first box. I couldn't, in good faith, check the box.

What we have is a real world scenario. We have a ladder of companies that are each trying to earn money so that they can employ people and keep their doors open. I know the guys at all the companies involved, and I also know that they wouldn't do something intentionally that they thought was ridiculously malicious. Again, back to the real world. The company that actually did the work was the company paid the least. And, I would take a logical guess that if business was extremely robust that they would have politely declined the promotion. I could be wrong.

In short, I do and will always believe that the world is our canvas. We simply need to construct programs that we believe will have an extremely positive effect on our clients' businesses. Perhaps, in hindsight, the companies involved now see that and wouldn't do it again?

Was it experiential? Perhaps for a few people with a history with the brand. But based on the WSJ story, the one thing we know for certain is that this wasn't the case for the majority of the audience and it actually had the antithesis effect. Leaving a bad taste in people's mouths and it actually turned people off to the brand.

What can we learn from this? Maybe that ideas should be thought through and then thought through once again pressed up against the stated objectives of the client's campaign. I bet that nowhere on any of the briefs it stated, " Please piss off the local population." It's always good to learn from these types of things. In the grand scheme of things it isn't anything major. However, when i see things like this it reminds me of a lot of ideas presented to me by other agencies that were much MUCH riskier. I killed them before they ever saw the light of day. It takes someone to stand up and properly advise. Often times I found when I spoke to the agency that had an idea - the simple cons never even crossed their minds. So, I would simply implore the event teams to advise properly and then we'll win and all walk away with big smiles on our faces as everyone builds successful brand together.

Erik

Hello EMF Universe,

As you know by now I really, really, like to build things that help people succeed. One of those projects is IXMA. I am now ready to take IXMA to the next level. I need for people to pass along this email to people that know the association space inside and out.

Namely, how to bring in the the VERY LUCKY first round of sponsors to get IXMA going. This is going to be exciting as it will lead to a more focused, global effort and will help build the chapters by country that I always get emails about.

I THANK YOU in advance. Of course, we will all prosper from IXMA so lets all help it grow. If you are with a "large experiential player" or a feisty upstart or smaller company and you have been emailing me fot the best opportunity.

THIS IS THE BEST OPPORTUNITY THAT YOU'LL EVER HAVE. You will be able to build tremendous new business opportunities.

Also, to all the event staffing companies etc. - this is for you too !!!!!

THE GREAT NEWS JUST KEEPS ON COMING !!!!!!!!!!!!!
ERIK

 The survey is now closed.  Results will be available on February 15, 2011.

The Research Link is Directly Below: 

Howdy EMF Universe!

The time is finally upon us – I literally have goose bumps as I type this. I know the impact that this research is going to have for all of us now, and the foreseeable future.  This is the first step in what will be the best, constant global source for Experiential Marketing research.  We (EMF/IMI) want to invite you to participate in this historic survey.  We’re asking you to be involved in the largest study we’ve ever conducted. This is your chance to be part of something EPIC.

I know that the research findings will benefit everyone tremendously. The online survey will only take approx 12-18 minutes to complete. As an EMF community member, you will receive a complimentary research report, to be finalized in early 2011.   There will be other reports to come on a TND frequency.  Some of those reports will be complimentary while other will have a fee.  This is because I’ve received numerous requests to sort the data a specific way for people.  We are more than happy to do that, but in those situations it will have a fee attached.  BUT, since you are a community member of the strongest community in the world – the first, most robust report is 100% complimentary!

The findings will provide a pulse on the issues facing marketers and agencies in today’s environment.  The research will allow you to get a better understanding of opportunities to drive your success.  We have people from every country in the world involved.  Certain people that I’ve been in contact with will be taking on a slightly larger role.

Words cannot express how happy I am to begin this series of research.  I know, without question, that it will help your businesses in many ways.  I’m honored that you all have chosen to be part of something that I created over 6.5 years ago.  Again, there are no words to explain something this magnificent.

I’d also like to thank IMI for their role in making all of this a reality.  I’ve worked and been in contact with almost every research partner out there.  I hope that you recognize what IMI is also doing here and think about them for your next research project – they are amazing people!

As we’ve been talking about for weeks – PLEASE post this front and center on your blogs, on your company’s intranet and wherever else you think that we can get some great involvement.  I thank you in advance for all of your help.  I am always in awe when we do things like this and I have people from EVERY SINGLE country contact me wanting to help – it makes me feel so great.   Especially, please feel free to send this link along to your senior management team.

Please rest assured that the information you provide is kept 100% confidential, and is aggregated for analysis purposes.

If you have any questions always feel free to email me at Erik Hauser [ This email address is being protected from spam bots, you need Javascript enabled to view it ] or connect directly with our research partner directly: Dan Hunter – IMI International Research: This email address is being protected from spam bots, you need Javascript enabled to view it or 1-800-784-575-7x233.

Thank you for your time – THIS IS SIMPLY AWESOME!

Erik

Hello EMF Universe,

Tomorrow we will all become part of history by taking place in the largest experiential marketing research project to date.

REMEMBER - We need EVERYONE'S HELP. We will need everyone to blog about it and direct people to the research. The team has been hard at work and it's time to hit the start button.

You will all get the link tomorrow to the research with the instructions.

THANKS IN ADVANCE FOR ALL OF YOUR HELP

Erik

I am going to be writing an article about the TMobile live brand experiences that have been done. Please see here Heathrow

Click here… Thanks for your comments in advance.

http://www.youtube.com/watch?v=NB3NPNM4xgo

Your experiential lover.

E

HELLO ALL,

YES - I REALIZE THAT MY CAPS LOCK ON - IT'S BECAUSE I'M SCREAMING:)  WE'RE READY TO GO AND WE ARE GOING TO START THURSDAY.  THE LINK WILL BE PUT UP AND IT'S YOUR JOB TO ANSWER THE QUESTIONS AND REPOST THE LINK ETC ON YUR BLOG.   TOGETHER - WE MAKE HISTORY

ERIK