Finding drivers their perfect match

Strategy

Just like when looking for a partner, everyone has their own preferences and dealbreakers when looking for a car. For some, a four-wheel drive is a non-negotiable. For others, a zippy two-seater is much more their speed.

Enter Jeremy, not just the back-end decision-making engine; also a matchmaker. The team developed a tool to feed Jeremy with every user’s unique preferences. Jeremy would interpret the information - millions of potential combinations - to deliver a bespoke model recommendation. Discussions with Audi product specialists and quantitative research with over 1,300 customers helped validate Jeremy’s matches.

The front-end was designed to gather preferences in the most human-centric way possible, prompting users with simple lifestyle-based questions, not unlike dating apps. Questions were co-created with customers, who also tested prototypes of the tool.

Creativity

A powerful creative insight, that car buying was like dating, combined with rigorous research, prototyping and testing, led to Audi Match - a tool that simplified 80+ models into one bespoke recommendation.

The team amplified reach with a campaign that continued to build on the idea of model matchmaking. It kicked off on Valentine’s Day. Inspired by dating apps, creative pointed out the amusing similarities between choosing a partner and a car. Visual language was deliberately on the nose, with design and animation that mimicked dating app UI.

The campaign rolled out across paid social channels and a mobile-first environment.

Results The Valentine’s Day post had 100% positive sentiment and 1,000+ likes, more than double the average. Across the campaign period the social campaign generated an average CPC of £0.25 with an average CTR of 3.19%, exceeding the target of 0.8%.

Audi A3 assets outperformed the always-on assets by 10x, reducing CPC from £1.90 to £0.19, and generating 3.68% CTR.

Audi Match put users in a more confident position in their buying journey. Users who engaged with the tool had a 65.4% conversion rate to high-value behaviours, significantly exceeding the 40% target. Users also became more valuable to the business, with a 144.2% uplift in conversion to leads.

The Team

Sally Goldsmith, Digital Manager, Audi - Matt Rance, Digital Operations Manager, Audi - Tristan Hyde, Business Lead, BBH - Verity Woolnough, Senior Project Manager, BBH - Dylan Whitcher, Digital Content Director, BBH - Claire Becker, Senior Copywriter, BBH -Will Hawkins, Strategy Director, BBH - Nicole Watt, Senior Strategist, BBH - Lexy Fox, Project Director, BBH - James Bush, Designer, BBH