On April 12, FAW's Audi Changchun plant finally resumed work and production after 29 days of suspension due to the epidemic. Even if it is hit hard by the epidemic, the first thing FAW Audi did after returning to work was to remind everyone with a positive and optimistic attitude through the Audi Channel live broadcast method to "continue to love life and do not live up to the good times of spring!" ”
Zhang Qiang, Deputy General Manager of FAW Audi Sales Co., Ltd. (right)
Speaking of live broadcasting, through the observation of Jianghu Jun in recent months, most of the online live broadcasting at this stage is still a helpless move under the epidemic, and although major automobile brands are trying to develop new forms of live broadcasting, they have achieved little. The live broadcast form of the stage can not retain the audience, and the people in the car circle are also confused after watching it, and it is difficult to leave a deep impression.
The difference is that Audi Channel always brings unexpected surprises and novel ideas. Since its debut in November 2020, Audi Channel has gone through six live explorations.
Zhang Qiang, Deputy General Manager of FAW Audi Sales Co., Ltd. (right)
Jump out of the traditional live broadcast form with the car as the main line, establish a cross-circle of like-minded content topics to attract fans, and regard the new live broadcast form as an important part of driving marketing change. This has also created the latest trendy, most efficient and most humanized marketing examples for the whole industry.
Today Audi does not talk about cars, sports celebrities come to bring goods
Since the premiere of Audi Channel, "like-mindedness" has become the core concept of Audi's communication with users. In addition to the automotive circle, Audi Channel has also brought together sports circles, youth circles, and fan circles.
In the Audi Channel live broadcast debut, the Audi A3 Wang Yibo joint limited edition and The Wang Yibo joint skateboard were launched, and the novel live broadcast with goods immediately attracted countless fans.
The guest lineup of audi channels this time is also full of vitality. Including Audi's new Internet celebrity, Zhang Qiang, deputy general manager of FAW Audi Sales Co., Ltd., known as "Strong Brother", also invited the women's volleyball Olympic champion Hui Ruoqi, the national parkour champion Gao Jiawen, the winter Olympic short track speed skating four gold winner Wang Meng, many big coffee to help, incarnated as a "spring grass planting officer".
During the live broadcast, Hui Ruoqi shared her own spring yen qi secret book, opened the beauty back teaching on the spot, showed people a healthy and upward lifestyle, and experienced customizing her own exclusive Yuanqi car through the Audi personalized customization platform.
It fits perfectly with the two elegant models of Audi A5 and Q3 Sportback, so that people can feel the vitality brought by personality and competence in the spring.
With bold love and boundless enthusiasm for life, Gao Jiawen shows the abundant vitality represented by the Audi A3 RS kit burning speed type, allowing people to feel the spiritual attitude of the new generation of young people who "do not accept defeat, do not settle", and are also full of confidence in welcoming a super-burning and super cool spring.
Wang Meng, who was named the "ceiling of the commentary world" by netizens, was even more fiery and explosive, perfectly presenting the personalized highlights of Audi Q2L with "maoyan language".
Supermonkey experience class, quattro sneaker sneaker shoes, Bayern peripheral limited good things and other test drive experience ceremony, cross-circle suction powder. A series of good species grass, a series of new generation models, make the Audi Channel live broadcast room extremely lively.
Play with young people, of course, the more you play, the younger you get
As the official live broadcast platform of the lifestyle "planting grass" pioneered by the Audi brand, Audi Channel has never departed from the user scene, inviting all elites to share "fun, good things, good surprises" and enjoy a healthy and upward life with users.
"Playing with users" has become a new trend in Audi brand marketing, and various online and offline activities held in recent years can fully confirm this. Here, "rejuvenation" is not a false proposition, standing with young people, chatting together, playing together, with the most positive and optimistic attitude, infecting every audience in the live broadcast room!
Remember last year's Audi RS Burning Night? The stars gathered in Zhuhai Riyuebei, the first "limited time 24h sea track" in China, witnessed the comprehensive replacement of the brand, and launched the strongest offensive to "high performance". Or the "two-sided life" tour without camping or travel, going to the mountains and rivers with the Audi wagon family and feeling the "slow time" outside the city.
At present, FAW Audi has a strong lineup of new cars, from promoting the development of new energy to introducing high-performance models, FAW Audi's products have strong competitiveness at all levels of the market. Especially in the young entry-level market, personalized customization services have been continuously introduced, which has also made FAW Audi one of the most popular luxury brands for young people.
As a viewer, what form of live streaming do you prefer? Feel free to leave your opinion in the comments section!