Market launch Audi Q7

True size knows no bounds – for the market launch of the new Audi Q7, prospective customers in the German market were to be generated for targeted Q7 email communication and then individually addressed with the help of a three-stage online mailing according to their interests.

• Generation of approx. 2,000 interested parties within the first week
• Cancellation rate in the registration process below 80 percent (approx. 24 percent of form calls were sent)
• Average opening rate of the three online mailings at approx. 63 percent, average click rate at approx. 34 percent

Steps & Highlights

With the objective of gaining prospective customer data for the launch of the new Audi Q7, Vision11 supported both the conception and the implementation of the project. Initially, the Vision11 team analyzed the market-specific events for optimal lead management, taking into account data protection requirements. Subsequently, Vision11 applied a registration process integrated with the Audi SAP CRM system, with which interested parties could register via an online form for communication on the new Audi Q7. Vision11 also carried out the campaign management, the dispatch of the three-stage email campaign from the Audi SAP CRM system and a subsequent analysis.

Connection of the online registration form to SAP CRM

• Definition of the registration process
• Definition of the required data
• Consideration of data protection regulations
• Development of a responsive registration form using Vision11’s own solution hubtiq and its connection to SAP CRM, including the setup of a DOI process.
• Setup of an automated SAP CRM reporting system

Structure of the three-step campaign in SAP

• Coordination with other service providers
• Campaign planning
• Definition of the target group
• Structure link tracking
• Integration of advanced tracking parameters
• Test shipment

Carrying out the campaign including performance measurement

• Shipping from the Audi SAP CRM system incl. monitoring
• Evaluation of link tracking and tracking parameters

About AUDI AG

The Audi Group, consisting of the Audi, Ducati and Lamborghini brands, is one of the most successful manufacturers of automobiles and motorcycles in the premium segment. It is present in more than 100 markets worldwide and produces at 16 locations in twelve countries. 100 percent of AUDI AG’s subsidiaries include Audi Sport GmbH (Neckarsulm), Automobili Lamborghini S.p.A. (Sant’Agata Bolognese / Italy) and Ducati Motor Holding S.p.A. (Bologna / Italy).