Audi uses mobile app to connect with consumers planning to purchase new cars in Hong Kong

How do you reach consumers at the exact moment they are in-market for a new car? MediaCom worked with Qriously, a mobile data and advertising company, to invite consumers to self-select themselves by asking which new sports car they were planning to buy.

By asking mobile app users whether they were planning to purchase a sports car and offering them a choice of an Audi TT or two other competitor models, Qriously facilitated discovery of more than 30,000 respondents in Hong Kong who were in the pre-purchase planning mindset. Of those who answered the question, over 22% clicked through to the Audi website where there was a link to schedule a TT test drive.

Subsequently, Qriously conducted a brand survey test, asking a sample of consumers who had seen the ads (the exposed group), as well as a statistically similar smartphone sample (the control group) if they were planning on test driving the new Audi TT. The results suggested mobile users who had answered the initial question and then engaged with the Audi TT banner were more likely to book a test drive and this positive directional trend helped establish the connection between the mobile ad campaign and real-world behaviours.

“Needing to reach the right consumers, with the right messaging and at the right moment isn’t always easy, especially with big ticket purchases like a luxury sports car,” said MediaCom Hong Kong’s Head of Digital, Adrian Lee. “With Qriously we were able to not only identify those who expressed direct interest but then re-message them too, providing a more relevant user experience and this is evident in the higher than average campaign performance.”

“The intelligent use of Qriously’s mobile technology has allowed us to generate more qualified traffic to the TT landing page and has driven positive results for Audi,” added Audi Hong Kong’s Marketing Director, Joey Yam.

“Mobile devices will connect the next billion humans and will become the largest marketing channel. The penetration in APAC is extremely high and Asia is at the forefront for adapting new technologies. Audi and MediaCom are pursuing innovative means to better reach their consumers and our ability to tap into consumer mindset in the moment has provided an effective way to leverage mobile advertising. The APAC region is strategic for us as a company and we will continue to expand our presence in this market”, said Charles Gabriel, Chief Revenue Officer at Qriously.