Not Generation Z, I don't often watch live broadcasts and rarely leave messages on the live broadcast platform, but I was bombarded by Audi's live broadcasts, leaving messages for my daughter's favorite skateboard and Yibo, and I experienced the happiness of pretending to be Generation Z in the process.
Of course, what attracted me was not only Ruan Rui, the producer of Linglong, and Yang Bingyin, the founder and music producer, who exclusively reported the behind-the-scenes tidbits of this domestic animation masterpiece with a score of 9.6, and Zhang Qiang, deputy general manager of FAW-Volkswagen Audi Sales Department, who brought a brand-new Audi A3 as the "Audi Surprise Officer". Sportback Ebo co-branded limited edition car, priced at 268,500 yuan.
"Audi leaders are so young and close to the people and love each other." Many netizens commented on the barrage.
It is reported that this limited edition model combined with Yibo's personal love for racing culture chose the brand-new Audi A3? Sportback？ 35? As a basic model, TFSI fashion sports models are built around sports and competitive feelings, and at the same time, they incorporate the personalized elements of Yibo: including learning from the main color of Yibo's official cartoon image, and exclusively customizing matte manganese stone black and matte Gothic blue-green body colors; At the same time, an Audi was customized on the air intake grille. x？ Yibo's exclusive badge and carbon fiber sports front lip, as well as "Audi? x？ YIBO "is combined with the welcome light of the logo to create a full sense of surprise and ceremony at the moment you open the car door. The side of the car body adopts customized 18 inch forged lightweight wheels, exclusive green wheel cover, bright black side skirt with color matching, and rearview mirror shell full of fighting atmosphere. The rear of the car adopts integrated carbon fiber sports tail, which has more sports sensory impact.
The prototype of this model-the new Audi A3 family under production will also be unveiled at the Guangzhou Auto Show, which opened on October 20th, 165438, and the pre-sale will officially begin.
Being able to play is my first impression of Audi's first live show.
As the saying goes, "some brands cater to the Z generation, and brands that can play turn themselves into the Z generation", and Audi belongs to the latter. Whether it is "Audi X? The theme of "Fantasy World of Generation Z" is either cut into topics of interest to Generation Z, such as animation, skateboarding and all-around idols, or combined with the guest lineup of "trump cards" in various fields to create a live impression of "fun, good things and good surprises", so that it can quickly achieve the goal of "breaking the circle" and attract a lot of natural traffic in various sub-circles.
The data shows that the cumulative exposure of the first show of this live broadcast is 7400W+, and the cumulative viewing volume during the live broadcast exceeds 3 1.5 million. The total praise of Tik Tok platform is over 1. 1 billion, and the number of fans is 1.0w+. The number of interactive dealers in the whole network exceeds 500. Following the popularity of the live broadcast room, Audi's flagship store in JD.COM has more than 80,000 visitors, and more than 20,000 users have made online appointments to kill the first brand-new one? Audi A3? Sportback Ebo co-branded limited edition.
This is an enviable data.
As we all know, nowadays, traffic is getting scarce. In order to get traffic and achieve "breaking the circle", brands are worried. Why can FAW-Volkswagen Audi win so easily?
In fact, people who are familiar with FAW-Volkswagen Audi know how much effort they have made to "play as a Z generation" before this. For example, the cooperation with Linglong is not a simple implantation, but fits the plot, showing the highlights of the product in a dramatic way and becoming a part of the plot. It not only meets the brand tonality, but also meets the expansion needs of its own content field, which can be said to be the best combination of "high-quality content+fan effect".
For Generation Z, they don't reject advertisements, but too blunt implantation will only make them feel disgusted.
In addition, holding hands with Ebo and inviting it to become the youngest brand ambassador of Yingjiehui can be said to be a brilliant marketing pen of FAW-Volkswagen Audi. After all, as a popular student, he has a positive image and loves sports and racing. Numerous fans screened the screen during the live broadcast, which is one of the reasons for the popularity of this live broadcast.
It can be said that in this live broadcast, on the basis of the "automobile circle", Audi directly crossed the three layers of "national circle", "skateboard circle" and "rice circle", forming a four-circle linkage, creating a "four-ring" image with more young brand power, and constantly narrowing the distance between the brand and the young group.
This is inseparable from the efforts of FAW-Volkswagen Audi marketing team. This young team, in the process of seeking a younger breakthrough, truly integrates marketing, products and brands from the inside out from the user's point of view, and is deeply connected in series. No matter at the marketing level, we should take the circle culture of the young and new generation as the starting point to realize the spiritual radiation at the communication level; Or at the product level, create concrete and younger product contact with brand-new products and visual rejuvenation, and finally build a more distinctive and younger brand image of FAW-Volkswagen Audi at the brand level.
A generation will eventually grow old, but some people will always be young. In the past 100 years, Audi will always be young and always stand at the forefront.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.