|September 7, 2004
Enlighten Launches Major Website Redesign for Audi
ANN ARBOR, MI - Enlighten announced today that it had launched a major website redesign for German luxury automotive marketer, Audi of America. With 83% of Audi buyers using the Internet as part of their car shopping experience and 65% also stating that the website experience itself had a "big impact" on their final purchase decision , audiusa.com was redesigned to proactively convert passive researchers in to convinced buyers. Extensive use of rich media and guided selling techniques are employed to realize this vision.
"The Internet is a decisive shopping tool for Audi buyers," said Steve Glauberman, CEO of Enlighten. "As broadband adoption climbs past 75% for this savvy group of Internet consumers, expectations continue to rise. We've created the latest generation of audiusa.com to act more like an interactive virtual showroom than a simple research library. Making the product experience more emotional and immersive was a key strategy to proactively influence purchase intent."
In addition to the new site features, the redesign will further advance Audi's already robust capabilities for website analytics and site behavioral tracking. Using the latest version of WebTrends software and a team of expert analysts, Audi and Enlighten will mine site traffic data and behavior patterns in order to optimize site performance, prioritize site investment decisions, and identify tactics to move consumers deeper into the purchase funnel during their online experience.
"As a brand, Audi is defined by our legacy of unmatched leadership, " said Andreas Sigl, Content Leader for Audi's digital marketing group. "The new website fully embodies our `Never Follow' spirit and embraces a new era of the broadband connected consumer. Perhaps even more importantly, audiusa.com will now serve as the primary integration platform for all of Audi's cross-channel communications."
Another round of site enhancements are scheduled for release in mid-October. Phase 2 will introduce additional movies highlighting standout features and breakthrough Audi technologies, including the following:
In total, more than 20 new rich media components introduced within the model pages will create another layer of emotive content and will serve to move Internet shoppers still deeper into the purchase funnel. In addition, an effort to unify the brand content experience with technical shopping functionality will be realized with a set of portable mini-applications developed to provide consumers with streamlined and contextual access to critical tools, such as Dealer Locator and Quick Quote.
Enlighten (www.enlighten.com) is an Ann Arbor-based interactive design, development and consulting firm. Founded in 1983 and recognized by Advertising Age as one of the nation's top interactive agencies, Enlighten builds innovative online experiences for a diverse roster of clients such as Audi of America, Sony, Pulte Homes, Hunter Douglas, Amgen, Colgate University, and GMAC.
Audi of America is headquartered in Auburn Hills, Michigan, and markets performance-oriented European luxury vehicles: the A4, A4 Cabriolet, A6, A8 L, TT, and the allroad quattro. For more information about additional Audi-related events and corporate news, visit www.audiusa.com.