1. Applicant: Nords Porter Novelli in cooperation with Moller Auto Baltic Lapa 1 no 3
Category: Integrated marketing communications
The New Audi TT Launch
Integrated marketing communication campaign
Campaign description
The first Audi TT – Audi sports coupe car – swiftly conquered the sports coupe car segment right after
its launch in 1998. This model of Audi TT is still considered a trend-setter and icon of style. Being aware
of the achievements of the first model of Audi TT, the Audi team had to work hard and for a long time on
the new model of Audi TT, which was presented with a tremendous show in April 2006 in Berlin. The
first presentations of Audi TT in the Western Europe proved that the Audi team has been successful in
improving the visual appearance of the new model, and significantly improved the driving comfort and
dynamics. The challenge faced by Audi globally and in Latvia in 2006 was to communicate successfully
the advantages of the new model, establishing all the required preconditions is that the new Audi TT
would also become a trend-setting car. Presentation of the new Audi TT in Latvia was planned to
become an event to remember not only for the potential customers of Audi – people enjoying life and
quality design, but also for the automotive industry, media and public, proving again that the slogan
“Vorsprung durch Technik” (slogan of the Audi brand) is true.
Existing situation
Starting planning for the campaign, Nords Porter Novelli (NPN) has done thorough study of the existing
practice of presentation of new cars in Latvia. Considering the serious and financially-intensive
marketing activities of the competitors for launching campaigns of new models, it was important to find a
non-traditional approach, which would be best suitable for creation of a trend-setting status (e.g., using
word-of-mouth and support of selected advertising media). Based on these considerations, NPN
elaborated an integrated marketing communication plan that would differ from the conventional plan for
presentation of cars (presentation to media, test drives for journalists of automotive media and a
conventional massive leasing financing campaign in the mass media).
Campaign strategy
Campaign objectives: (1)foster increased interest and significant word-of-mouth about the new Audi
TT model prior to the first presentation in Latvia; (2 ) promote sales of Audi TT model; (3) strengthen the
philosophy of Audi “Vorsprung durch Technik”
Target group: (1) Economically active population of Latvia, people enjoying sports driving, good design,
people who see a car as an element of lifestyle; (2) people choosing the Audi brand
Message: “The new TT is here”
Communication channels: (1) Non-conventional word-of-mouth events and celebrity participation; (2)
Radio activation and broadcasts; (3) Conventional advertising channels - video, cinema trailers; (4) web
advertising, outdoor media;( 5) life-style media
Communication ideas and methods:
The campaign of the Audi TT model was based on elaborating and implementing integrated marketing
communication ideas by combining conventional advertising, relations with mass media, client and
mass media loyalty programme and implementation of “partisan marketing” elements. When developing
the campaign, it was considered that the public presentation of the new model of Audit TT to the clients
and media representatives was planned later on, therefore it was important to promote the public
interest even before the possibility to see and enjoy the new model. The marketing tools used in the
campaign were activated gradually, so that the integrated communications would form a single message
to the potential clients and promote strong dissemination of the information by word-of-mouth.
(1) Radio activation or “TT broadcasts” – on the day (1 September) when the first Audi TT car was
registered in Riga, in cooperation with radio SWH and SWH + live broadcasts were organised from the
new Audi TT. The first person in Latvia to drive with the new Audi TT was the automotive experts Kārlis
Auza and Normunds Avoti š, who were contacted by DJs of radio SWH – Edmunds Kaševskis and Artis

2. Applicant : Nords Porter Novelli in cooperation with Moller Auto Baltic Lapa 2 no 3
Category: Integrated marketing communications
Volfs. “TT broadcasts” were organised live on both stations, addressing the audience directly and its
duration was 7-10 minutes in each of the stations, expressing emotions about how it feels to drive the
new model and what are the improvements.
(2) “Partisan marketing” or “TT brothers” – in addition an idea was developed on showing the new Audi
TT in the streets of Riga for the first time through involvement of celebrities that would match the target
audience of the new model, thus increasing even more the interest among the target audience. Two
weeks prior to the public demonstration of the new model of Audi TT in Latvia the 2 well-known brothers
Guntars and Jānis Traubergs ( Traubergs + Traubergs = TT) spent an intensive weekend with the new
TT, visiting different restaurants in Riga, popular clubs to meet their friends and to attend different
entertainment sites. Within this campaign the parking places for the TT were specially reserved in
places of high visibility. The travel of both brothers with their TT was noticed and “caught” on tape in
boulevard press, lifestyle media and on radio.
(3) Product placement or “Is it really the new TT?” – In addition to the celebrity activation programme, a
more non-conventional product placement methods were used to promote the surprise effect of the
potential target audience on these models not seen in Latvia before. The new models of Audi TT were
placed during a weekend according to a previously developed plan in different public places in Riga and
Jurmala, cars were parked in front of popular cafes, restaurants, cinemas and clubs, thus triggering true
surprise of the direct target audience – “How comes, is it the new TT? Is it already available in Riga?”
(4) Web activation – In the portals TVNet; Delfi and Leta an advertising banner was placed with a link to
a specially developed Audi TT interactive micro-link where it was possible t in the dynamic nature of the
new model, its sporty excellence and elegant design. The initial message of the banner was – “Expect
the new Audi TT!”, in the middle of the campaign this message was replaced by “Get to know the new
Audi TT! „.
(5) Movie festival activation – being aware of the interests of the potential buyers and their life-style, in
cooperation with advertising agency DDB a TV trailer was created for the Audi image which was shown
as a cinema trailer in the movie festivals held in autumn last year – “Baltijas Pērle”; “Arsenāls” and
“Futureshorts”. The trailer was emotional and was more like a short movie, since its task was not to
inform about the advantages and benefits of buying the car, but rather to reflect the Audi philosophy
(“New energy revolution” ) and provide an aesthetic joyful experience to the audience.
(6) Out-door media – 2 out-door media posters were prepared in elegant Audi style and clearly
conveyed the message of the new model – “Pure energy. The new Audi TT”. The placement of out-door
media advertising was planned based on the routes favoured by the potential target audience.
(7) Style sections and advertising layouts in printed press – a separate photo shooting session was
organised, with specially written script and props to create separate style sections in the magazines
Pastaiga and Pastaiga.Ru. The main idea of the creative concept behind the style sections was: “On the
move; energy; beauty of adventure”. In addition to placement of the style sections in the life-style
magazines of Latvia, advertising layouts were placed in selected media to address the specific target
audience – Impulss; Latvijas Arhitektūra; kapitāls; Klubs
Measurement criteria
(1) Interest in the new Audi TT, (2) support to sales indicators,
Campaign results
(1) Word-of-mouth is a phenomenon difficult to measure, however, it must be noted that in the weekend
in September 2006 the new Audi TT was one of the most topical discussion topics among clubbers.
The positive “rumours” was increased by the radio broadcasts and publications on the Internet and
in boulevard press about the “entertainment" enjoyed by the Traubergs brothers and their TT in
Riga. A proof for returns on the activities is the interest of the potential buyers shown in possibility to
purchase the new model of Audi TT right after the first activities with participation of the Traubergs
brothers. Although the precise data are confidential, a significant number of potential clients
contacted Audi to find out when the new TT will be available, also the traffic of Audi TT website

3. Applicant : Nords Porter Novelli in cooperation with Moller Auto Baltic Lapa 3 no 3
Category: Integrated marketing communications
increased significantly. In the result of the campaign the TT became one of the most expected Audi
models in 2006.
(2) Sales indicators: 10 cars ordered, which is to be considered a good achievement in the narrow
niche of the new and expensive coupe cars in Latvia. The impact of the campaign is felt even now –
the clients are taking interest in possibility to order the new TT even without the support of further
communication.