1. Audi
February 2014

2. Key Campaign information
Environment Key Campaign Objectives
Illustrate the success of the innovative
creative to drive measures of brand
perception
Show how Motion@ drives key metrics

3. Motion@ Drives Brand Awareness
*more likely than females
Source: Research Now Aviva Research, Jan 2013Pre-stage Post-stage

4. Motion@ drove recommendation over and
above key competitor
Audi
Mercedes
Jaguar
Recommendation Rank
Audi
Mercedes
BMW
Jaguar
BMW
Motion
Aware
Waterloo
Pre Stage
7-10 score

5. Motion@ built positive associations
Innovative 44% 41% 44%
55%
47%
P r e S t a g e
N o n
W a t e r l o o
P r e S t a g e
W a t e r l o o
P o s t S t a g e
W a t e r l o o
P o s t S t a g e
N o n
W a t e r l o o
M o t i o n
A w a r e

6. Motion@ strengthened key perceptions of the brand
Audi makes innovative
cars
Audi use cutting edge
technology in their cars
34% 34% 39% 46% 54%
34% 33% 42% 46% 56%
Non
Waterloo
Pre
Non
Waterloo
Post
Waterloo
Pre
Waterloo
Post
Motion
Aware
Strongly Agree

7. Motion@ drove desirability
Audi makes cars
I would like to
own
(Any Agree)
74% 76% 75%
89%
79%
P r e S t a g e
N o n W a t e r l o o
P r e S t a g e
W a t e r l o o
P o s t S t a g e
W a t e r l o oP o s t S t a g e
N o n
W a t e r l o o
M o t i o n
A w a r e

8. Summary
• Increased top of mind awareness
amongst exposed groups
• The Motion@ campaign successfully
elevated recommendation above the key
competitor brand
• Perceptions of the Audi brand have been
strengthened by the campaign, in
particular those associated with
technology and innovation

9. Want to find out more?
Contact the JC Decaux research
team to find out how the
campaign performed across other
metrics