Audi turns to O2 to run its mobile marketing campaign for the A6 and A7 Sportback

MUNICH. Telefónica Germany and Audi have joined forces in a mobile marketing campaign. The advertising for the Audi A6 and A7 Sportback models will run until 7 May. The campaign via SMS, MMS and e-mail will ensure customers are addressed precisely, individually and exclusively.
Audi Mobile Marketing Campaign
The Ingolstadt-based premium automaker chose Telefónica Germany to conduct its advertising campaign. Potential new customers will be contacted by SMS, MMS and e-mail from 13 April to 7 May. Especially important is that all mobile customers approached have a high affinity to innovative methods of communication and have expressly agreed to mobile advertising in advance. O2 has chosen the recipients from its customer base according to Audi's wishes to ensure that the people receiving the messages perfectly match the profile of possible prospective A6 and A7 Sportback buyers. This exclusive approach to the target group through Telefónica Germany takes into account private and business customers to achieve a high hit rate.
Michiel van Eldik
"The customer 3.0 no longer wants to be inundated with advertising on the 'watering can principle', but expects exclusive offers with added value that they can feel," says Michiel van Eldik, Managing Director Wholesale & Partner Management, Telefónica Germany. "Our advertising services meet customer wishes and requirements in the digital society to perfection." The mobile Audi advertising campaign supports the print and cross-media measures already underway. An integrated communication approach is being pursued that entails addressing potential new Audi customers in several channels. SMS, MMS and e-mails take customers to a special mobile website or the online website. Besides special offers and information about the Audi A6 and A7 Sportback models, customers can reap special benefits and enter a competition.
"By using mobile marketing in our communications mix, we appeal in particular to customers with a high affinity for technology," says Hans-Peter Kleebinder, Head of Marketing Germany at AUDI AG. "The high reach and low waste compared to other communication activities all point to additional use of mobile advertising." Quick responders who register on the mobile website have the chance of winning two of a total 2,000 weekend tickets in the silver category when the season gets underway with the German Car Racing Championships in Hockenheim on 29 April. A special highlight will be a draw of two pairs of exclusive, not-for-sale VIP tickets for the 24 Hours of Le Mans on 16 and 17 June (including charter flight from Munich, overnight stay in the Audi Racing Hotel, a special escort at the race and access to the VIP area). Mobile Advertising is an elemental area of Digital Partnerships, the newly established Telefónica Germany unit for e- and m-commerce topics. So far, more than 400 mobile campaigns for top-flight customers including Dell, Germanwings and Zalando have been launched. Telefónica Germany sees an important future growth market in mobile advertising. For more information about advertising services visit:
Telefónica Germany GmbH & Co. OHG and its brand O2 belong to Telefónica Europe and are part of the Spanish telecommunication group Telefónica S.A. The Company offers its German private and business customers postpaid and prepaid mobile telecom products as well as innovative mobile data services based on the GPRS and UMTS technologies. In addition, the integrated communications provider also offers DSL fixed network telephony and high-speed internet. Telefónica Europe has more than 105 million mobile and fixed network customers in Spain, Great Britain, Ireland, the Czech Republic, Slovakia and Germany.

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