The car brand is offering a test drive with instruction on how to drive an Audi under extreme conditions to encourage customers to provide their personal particulars.
Audi's core target audience is 25 to 42 year olds in professional and managerial positions looking to switch from a BMW, Jaguar or Mercedes-Benz as well as those looking to trade up from Japanese makers. To reach this prospective target, Audi is running superstitials and two types of rich media banners on Yahoo's sites.
It has also paid for 'key-word' searches. For example, an Audi banner will appear at the top of the page when surfers type in words such as 'Citibank' or 'soccer'.
Other sites being used in Singapore are AsiaOne, Asian PGA, Asia Wall Street Journal, Business Week and CNN. The campaign was created by Bates and Adxplorer.
Audi is also sending out an email linked to an Audi-apac.com/Quattro micro-site.
The two banners promote the 'Quattro Experience', Audi's anti-lock breaking system. Julian Boyce, Audi Asia Pacific division head marketing, said that to entice people to click on the ad and provide their personal details, Audi is offering users the chance to win tickets to the "Audi Quattro Experience driving clinic.
The campaign in Korea appears on local portal Ismos.co.kr. The only difference is that Korean net users are being enticed with a chance to drive an Audi A8. At press-time, 1,100 Singapore users have signed up, while 600 have done so in Korea.
