Audi/VW: Adding Volume to Vorsprung Durch Technik - IPA Effectiveness Awards Case Study 1990

Brief Description: With the market beginning to decline this paper describes the launch of the 1990 Audi model range, the first range of cars to be entirely equipped with catalytic converters as standard. Strategy used the successful 'Vorsprung Durch Technik' theme. Media: TV, posters, press (national, consumer, car magazines). Heavy burst followed by lighter burst. Evaluation: sales and share increased (especially for models featured in the TV ad), substantial and quality direct response enquiries to TV and press ads. Significant increase in awareness. ;---(TAGS)--- Full Title: Audi/VW : adding volume to Vorsprung durch Technik ; Number: 1990/110 ; Brand Name: Audi ; Client: Audi UK ; IPA_ProductCoding: Automotive (Motor cars) ; Agency: BBH ; Author: Robert Poynton ;