When you’re a major car manufacturer like Audi, it’s not only important to keep innovating but you have to shout about it to attract new customers. So when Audi launched a bigger and more technologically advanced version of its bestselling A4 saloon in January 2008, it targeted 290,000 prospective buyers with a mailer, and used Royal Mail’s Mailsort® 1400 service to deliver it.

The mailer would woo drivers by telling them about the exciting new technological features that the new model had. It carried the all-important tagline: ‘The new Audi A4 sees things before you do’, which was used across the marketing campaign. The message immediately captures your attention and is a reference to advanced safety features such as Audi Side Assist, which alerts drivers if there is a vehicle in their blind spot; Audi Lane Assist, whereby a camera and steering wheel vibration alert stop you inadvertently changing lanes; and Adaptive Headlights, which intuitively turn as the car does, making night-time driving easier.

Innovative marketing
To make the mailer as engaging as possible, Audi’s creative agency came up with a rather unique piece of direct mail. It consisted of a white card with the tagline ‘The new Audi A4 sees things before you do’ in ghosted white letters, illustrating hazards that the car would find easier to see than the driver. On the reverse of the card die-cut holes revealed which features of the Audi A4 help drivers to see each potential danger earlier. To make it even more interactive, customers would pull a tab to read more information about the car.

‘The aim of the piece,’ says Kris Giffen, customer relationship management (CRM) communications manager for Audi UK, ‘was to encourage people to request more information. This could be anything from asking for a brochure, a test drive, or a complimentary DVD with exclusive content on the new Audi A4. We also wanted them to visit the website, which had a new URL.’ In the spirit of Top Gear, the DVD features former England rugby player Will Greenwood taking a test drive of the Audi A4 in Munich while explaining the clever side of Audi’s features.

It all adds up to an impressive sales pitch, so it’s no surprise that the campaign helped generate a substantial number of leads. ‘Overall, we generated 550 test drives, and just under 3,000 unique enquiries,’ says Kris.

Reliable delivery
Audi entrusted the 290,000 direct mail deliveries to Royal Mail, via Mailsort® 1400, which is designed for letters targeted within three working days from posting. This means every letter is delivered for less than the cost of a second-class stamp, a cost-effective way of reaching a large number of customers.

Audi uses an agency to handle its creative work and there’s a mailing house that handles the direct mail, but Kris still has a personal contact at Royal Mail - her account manager Ian Simpson. ‘If I’ve got queries, I give Ian a ring,’ she says. Ian helps ensure that Kris not only understands Royal Mail products and services, but is also using the best services to meet the business’s needs.

As for Audi, it sold a record number of cars in the UK across its ranges in the first quarter of 2008 – so things are looking good for the road ahead.

Four tips on a successful direct mail campaign by Kris Giffen, CRM communications manager for Audi UK

1. Have a strong idea
   All direct communications should have a concept behind them – not just a brochure and a letter.
2. Personalise your communications
   Be personal – and make sure you know the customers you’re trying to reach. You need to recognise who customers are, as opposed to your prospects, and treat them accordingly.
3. Don’t mix your messages
   Remember that direct mail is part of the marketing mix – which means you should always look to integrate creative treatments with other media, so the customer sees the campaign cohesively, and doesn’t get put off by conflicting messages. If you have a certain message online, make sure it’s carried through in your direct mail as well.
4. Be creative
   When you’ve got your message, use your creativity to illustrate the concept in a way that stands out. Think out of the box – use different materials and production finishes and test new things – and learn from each campaign.

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