A few days ago, a "Michelin"-level live broadcast triggered discussions on Douyin, Weibo, and Xiaohongshu, and the optimistic and positive spirit conveyed by this live broadcast made us feel the power of the recovery of all things in spring again at the moment of the epidemic.
Olympic women's volleyball champion and young girl Hui Ruoqi unlocked the beauty back cheats on the spot in the live broadcast room to show a healthy and upward lifestyle;
Parkour athlete, urban player Gao Jiawen made a dynamic appearance, staged Fast and Furious; short track devil Wang Mao crossed the circle fancy string, expounding the UP spirit of non-yielding and unflagging behind competitive sports.
In the eyes of many people, in the past, the Audi brand brought us more business and calm impressions. Now Audi is shaping itself with a new brand culture, constantly narrowing the distance with users, and Audi Channel, the brand's official live broadcast platform built by FAW Audi, continues to resonate with users.
On April 12, the live show with the theme of "Living up to the spring with Audi" not only conveyed to the audience the attitude of the Audi brand to live up to the spring, maintain love, and rush to the mountains and seas, but also expected to help Audi Channel become a new benchmark leading the marketing trend of the automotive industry.
Turning crisis into opportunity, Audi has always been at the forefront of marketing in the industry
The sudden "black swan" in 2020 has made many commercial activities press the pause button. In the face of the sales crisis of the terminal, the car companies quickly launched the marketing model of online live broadcasting, if the early invitation to celebrities to bring goods is the 1.0 version of the live broadcast, then the Audi Channel launched by FAW Audi on November 16, 2020 is undoubtedly the iterative version 2.0.
On November 16, 2020, the first issue of Audi Channel was launched, with the theme of "Generation Z Whimsical World", with Michelin-level production standards, it broke through the circle and set a benchmark for live broadcasting of car companies.
The second phase of "Sea Track RS Burning Engine Night" is a new choice held in Zhuhai Riyuebei Burning Engine, with a full-scene, immersive reality show live broadcast method, through multi-scene real-time interaction, the formation of online and offline full-line linkage of the track carnival, to create the first domestic fast lifestyle award.
With the theme of "Future Gravitational Field", the third phase focuses on the interest areas and circle culture of the new generation, and invites superstars in various fields to work with the Audi small car family to create a new channel of communication with the brand and users, and renew the Brand image of Audi.
The fourth issue, with the theme of "Our Home, Play Together", focuses on sports themes, takes advantage of the heat of the Olympic year, creates hot topics, and skillfully combines with the characteristics of the winter series models, showing Audi's legendary sports gene quattro and enhancing the brand's sense of honor.
There are highlights in the period and surprises every time. Audi Channel, as the most representative innovative marketing channel under the Audi brand, after more than a year of exploration, this big IP has become more and more mature, it will highly combine business and life scenes, not only absorb powder, but also bring huge business opportunities.
Audi Channel official live broadcast in the face of changes in public sentiment and market consumption trends, around the majority of users emotional pain points, emotional care, through the hot spots, storytelling, care of the full link of the form of activities, showing Audi's unique brand care.
In the live broadcast of the picture, we found that Hui Ruoqi, who has always been full of vitality and UP spirit, and the A5 and Q3 Sportback two elegant models are perfectly matched; Gao Jiawen, who is very full of tidal sports charm, and the Audi A3 RS suite is highly matched with the full vitality of the Audi A3 RS suite; the commentary ceiling Wang Meng gave on-site commentary on the Audi Q2L, Q3 Sportback, and A4L models, and the frequent explosion of golden sentences completely ignited the interactive atmosphere of the scene.
Bullet screens have made the Audi Channel live room a sea of joy for Audi fans. Facts have proved that good marketing can achieve double growth of higher conversion efficiency and increased brand value.
Lead the April live season
The 1+6+N mode opens Audi's spring marketing
Coinciding with the good season of spring, according to the needs and desires of young consumers for the freedom of spring travel, FAW Audi further upgraded its marketing model, and launched the Audi New Generation Model Family Live Broadcast Month activity in the form of an Audi Channel + 6 live broadcasts in key cities + N stores, in the form of system-wide linkage, providing consumers with a series of spring-themed high-quality content, preferential benefits and exclusive rights, launching spring limited products and customized services, and continuing to create a user-centered luxury experience.
The successful shaping of Audi channel IP has pried open the incremental entrance for the innovative marketing of automotive brands for the Audi brand, and at the same time, it has also provided a broader space for auto brands to accelerate their online marketing layout in the post-epidemic era.
Meet individual needs and illuminate the future with new models
In this Audi channel live broadcast, the appearance of a series of new generation models is also quite eye-catching. Audi A5 adds 5 colors such as bohemian orange, babbizon green and RS exclusive nado gray; Audi Q3 Sportback has perfect tail lines at the same time, while having the space practicality of the SUV; Audi A3 RS kit fuel type, performance sense, sense of premium, specificity at the same time; the new Audi Q2L, as a custom luxury personalized car, the whole series has 7 colors, 8 kinds of color sports seats, 10 kinds of color environment atmosphere lights, personality and luxury; Audi A4L RS suite fuel type, The grey body of The Camola is matched with the Titan gray exterior, so that the whole car is "gray" and often has a track style.
In recent years, through the appearance of a series of new-generation models and cross-border cooperation in many fields, Audi has driven the four circles of youth circle, automobile circle, sports circle and fan circle, forming a four-circle linkage and successfully increasing the overall sales of the brand.
Editor's Note:
At the beginning of this year, the epidemic across the country had a considerable impact on the automotive industry, and automobile manufacturers, including Shanghai and Changchun, were affected by the suspension of work and production. There is no winter that will not pass, and there is no spring that will not come. On the night of April 12, FAW Audi Changchun Plant, which has been out of production for 29 days, ushered in the first day of resuming work and production. Audi has boosted the morale of the industry with a positive, optimistic and enterprising brand spirit, and reminded us that no matter what time, please do not forget to maintain the love of life.
Jimu news reporter Nie Yingjian