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| Each Audi dealership can purchase up to four diferent types of digital media: the Audi TV module, the Presentation Element, the Digital Info Element and the Audi Configurator. |
As part of a comprehensive retail showroom program, Audi has created a multimedia digital showroom designed to offer dealers around the world Audi-certified products and services that enhance the look and feel of their dealerships, enable the latest information to reach customers and facilitate a controlled environment for branded communication that offers local customization.
Audi’s global network of retail showrooms differ in size, location, geography, language, currency and time-zone, requiring local customization to reflect these differences, including regional pricing and dealer-specific offers. Digital media allowed Audi to address these differences, said the company.
“With Audi, we have created an internationally applicable communication system to reach customers and staff with high-quality, engaging, informative content at the point of sale,” said Stefan Knoke, chief executive of SEEN MEDIA. “The intelligent content creation by SEEN MEDIA and the application of Scala make it possible to distribute Audi-specific content with just one production in multiple languages worldwide, which saves Audi time and enormous operating costs.”
While some of these digital media are standard, each dealership can purchase up to four different types of digital media directly from Audi that best matches their showroom type and budget, including:
1. The Audi TV module - comprises a large screen built into customer-branded furniture that allows the screen to operate as a free-standing unit at any point within the dealership. Often located in the waiting area, the screens show a mix of carefully crafted, highly branded video material that is both visually exciting and customizable to each dealership.
2. The Presentation Element - uses model-related films to showcase key features, benefits and uses. These screens are located next to the vehicle to act as a reference guide for customers. Audio maximizes the impact of the content to create a theatrical presentation.
3. The Digital Info Element - depicts dealer-specific content such as pricing, test drive, warranty and extra services and packages, including financial services and after-sales support. These units also contain paper brochures and other printed materials for customers to take away.
4. The Audi Configurator - allows customers to select the type, style, color and capacity of the vehicle they’re interested in and specify a range of items to personalize their vehicles.
Digital content created by Audi’s marketing team for use in the Audi digital showroom includes high-quality advertorial films, Audi sporting and corporate events, Audi news, and features on culture, innovation and concepts, said the company. Content is made available to dealers via a custom portal that enables dealers to download only the content they require, according to the company.
The portal provides an efficient content management and distribution system between head office and the dealerships, which guarantees that the final content presentation will be on-brand and on-time, all the time, said the company.
“This system gives us the ability to assure high-quality content in every dealership worldwide,” said Liane Scheinert, head of international customer and retail marketing for Audi. “At the same time the dealer has the opportunity to place his own local messaging within the Audi-branded content.”
“So far over 600 retail showrooms in more than 70 countries across the world are using the Audi digital showroom concept to help them engage and educate customers from the moment they enter the showroom to the point of closure with the sales advisors,” said Oscar Elizaga, vice president of Scala EMEA, Maastricht, The Netherlands. “I am delighted that SEEN MEDIA and Audi chose to use Scala to help manage and deliver their audiovisual content in showrooms to guarantee the quality and consistency of content presentation to Audi customers. We look forward to working closely with Audi in the future to help underpin their ‘leading through technology’ approach.”
Project partners for the Audi Digital Showroom included: isaria Corporate Design AG (furniture), Ladenbau Johann Weimann GmbH (furniture) and Schneider Promotion & Transport GmbH (transport/installation).