myAudi Tracker for Audi

Anticipation builds with the world’s first auto tracker

The Audi logo with 4 rings

The myAudi Tracker program kept reservation owners engaged and excited with a tailored purchase journey while they eagerly waited for their vehicle to arrive.

Service

Building digital products

Industry

Automotive

Output

Web application
Tailored emails

Timeline

12 months

64%

Email open rate
Racing past the global average by 183%

58%

Click-through rate

4 minutes

Average time spent on Audi.com

90%

Engagement rate
From customers digitally listening to their engine roar
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ANA International Echo Awards logo
Canadian Marketing Association logo

The challenge

Supply and demand issues resulted in custom Audi vehicles taking several months to arrive. Making future car owners frustrated, ultimately leading to a spike in canceled orders.

Our approach

We leveraged the unique data from the tracking device in each Audi to inform new purchasers of their vehicle’s status. Thanks to seamless coordination with Audi’s multiple data sources, we created a fully personalized purchase journey that built anticipation as every stage in production was completed. We leveraged factory video content, sketches from designers and interviews to make every interaction worthwhile and inspiring.

Laptop open displaying an vehicle tracker application
I Phone with a vehicle tracking app on the screen

The outcome

A first of its kind in North America, the myAudi Tracker program succeeded in maintaining engagement with new car owners, and minimizing order cancellations. In a time where anger was likely to grow, we instead built excitement, anticipation and brand love.

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We solve a lot of different
problems

Check out other projects created by the experts at BIMM.