Learners, I'm happy to be here at Audi with Mr. Jorg Dietzel, Director of Marketing and Communications. Jorg, so good to meet you. >> Thank you so much for coming. >> Jorg, can you tell us about the corporate vision at Audi, not only for Korea, but also the world? Okay. Well, corporate vision. Obviously, we're in this business to sell cars. [LAUGH] >> Okay. [LAUGH] >> And that's what drives our activities in sales and after-sales and marketing. But we believe, and I think this is a good introduction to the topic, that we're selling a bit more than cars. >> Right. >> We're selling a kind of. Attitude or lifestyle. >> Okay, absolutely. >> And we have this model that we're using which is a German sentence which is called [FOREIGN] which means advancement or advantage through technology. So we would like to believe that we appeal to those people who would like to use technology to make things better to find new solutions to the kind of questions that were facing which yes starts from mobility. >> Right. >> But, go to all sorts of other directions. >> Okay. >> So daily life the kind of lifestyle. The kind of progressive kind of spirit. >> Right. >> That our products I think express >> We're looking to connect to those kind of people who have a similar spirit. And I think that's different from our competitors. >> Okay. So you mentioned attitude. So that is your attitude, I mean, >> Yeah. >> Okay. Very good. This course is about sports and entertainment marketing. And how does Audi incorporate both and entertainment in the marketing of their brand. >> Marketing is really important to us because we have a very small heritage. Audi has participated in motor sports for a long time Audi has been winning races for a long time starting from the 30s in Germany. Probably the most best known races, the 24 hour race of Le Mans. And we over the past decade also we have won the most races, and interestingly always with something new, with some new technology. So we were the first ones to introduced TDi. >> Mm-hm. >> Diesel in racing. >> Mm. >> So people said, can that work? Isn't diesel too slow? It isn't. Then we introduced the hybrid. We have an R-18 which is competing. So we like to win, but we like to win with new technologies. So motorsport obviously is the starting point. But then, we also looked into other than racing, we're doing R8 LMS Cup in Asia. In Korea as well, in Mokpo. What are some other areas where sports sponsorship is interesting and connected to the brand? Now, there are some areas where you just have to be. For example, golf. You have to do golf, especially in Asia. Because- >> A lifestyle. Part of the lifestyle >> And everybody's playing golf. And that's the kind of entry ticket to that kind of luxury level. >> Right. >> But it's not a differentiator, because everybody does golf. >> Of course, of course. >> So of course we do a big golf tournament which we sponsor for our drivers together with our dealers. But then, we thought, okay. What do we have in technology that would link to some kind of sport? And we thought of our four wheel drive, which is called Cuatro. >> Okay. >> And what are the conditions for Cuatro to be most efficient? Of course, it can work on a sunny day on a dry road. >> Right. But, it also works well in heavy rain or snow, for example. So on a global and local level we have been seeking connections to skiing. >> Mm-hm. >> And any kind of sport >> Interesting, skiing connected with snow. Because whenever we have a sponsorship like that, we had the FIS World Cup here in Korea. We are having global activities in Germany. We supported and sponsored the Korean National Ski team for a while. Whenever we do something like that, it's not just about putting the logo on a jacket or on a banner It's also about putting some products. Some cars in the location and what better than to have a cultural car that can go up and down the ski ramp if necessary. Rather than just, just any normal limousine. So we're looking for some kind of connection that makes sense. >> Okay. What about entertainment then? Entertainment is important around the world but entertainment is also kind of local. Different people like different things. So in Germany, we do a lot of classical concert sponsorship. We're using the A8 As our flagship for limousine service, for the festival for example. But in Korea, we have always looked into entertainment in a way that kind of makes sense to the brand. Not just for entertainment's sake. So, we looked into music. We've done a lot of music sponsorships. One is our annual huge concert, which is called Audi Live. So we brought in Jamiroquai, Lenny Kravitz, Bruno Mars and Pharrell Williams into Korea for big concepts. >> So we're talking a younger demography? >> Yeah, yeah. >> In terms of targeting and positioning. >> Why are we doing that number one it helps us with awareness because we started later than the competition in this market. So we need to catch up, we need to close the gap. >> Right. >> So it's really good for awareness >> And also it helps us to connect to those younger target groups because we already have an image that we're the most modern and youngest of the German premium brands. So we like to build on that. And whenever we do a concept like that we will try to introduce one of our models, be it A3 or A1 to give people the experience and to connect to that. So that's on a very wide, almost mass level the way we speak to younger target groups. But we're also using music to talk to slightly more affluent. >> Okay. >> And slightly older target groups. We signed an agreement with Universal Music. >> Okay. >> They have a jazz label. >> Mm-hm. >> Called Blue Note. >> Okay. [INAUDIBLE] >> Which has been around forever. >> Yeah. And so we signed an agreement for them that twice a year we would do what we call Audi Lounge, which is basically a concert of modern jazz, jazz meets electronic. They supply the artist and we supply the venue and we can invite 1,000 of our drivers or people who are close to the brand. Sometimes we combine that with a car launch. When we launched the new A7 at. That was combination with. But sometimes, it's just a concept, which we host, which we can name. I think it's important that we can own those kind of events. I don't want to be a tiny logo on the bottom of a big poster. >> Right. >> And so we have and. We branded. And we invite people to connect them to our brand. >> Right, fascinating. I know, I've seen your ads here in Korea and you use local celebrities like. And what is the motivation behind that? >> It's a mix of reason. So of course, one is awareness. It really helps us to get the attention of the media, of the press, of the public if we link with the local celebrities. But as you know, Korea has this celebrity culture and people are very interested in what those Koreans superstars do. So what it allows us to do, it allows us to connect a little bit more closely to this country. Because as you know, we're a German brand, we come from Germany, so we're a foreign brand in a way, in Korea. And obviously to find acceptance in this country, also to make it easier for people who buy our product. To find acceptance of that within their peer group, we need to connect to the country. How do we do that? By producing a lot of our creative work locally. When we started with our Land of Culture commercial that was entirely shot in Korea, and people recognized Busan and and Millennium Highway and Daegu and they felt proud. And by connecting to social to celebrities I think that also helps, but it needs to be the right person. >> Right. >> And that's not always easy. >> No. >> It needs to fit to the brand. >> No. >> Do they tend to be actual Audi driver? >> Yes. >> Okay. >> Yes they need to, they have to be Audi drivers because they're getting a car from us >> Which they will have to drive and they have to be seen in, and they're also showing up at events. And we've been lucky in the past that our celebrities didn't just see it as a job but they really identified with the brand. For a long time, for the past three years or so I worked with [INAUDIBLE], until he had to go to the army at the end of last year. And he really really loves the brand. We're still in touch, he still wants to know what's going on. He wants to come back, and I think that's extra lucky. If a celebrity is a good match for you, they don't just give you the contractual events or exposure that you're looking for, but they really, really like the brand. >> Learners, I should tell you that is a member of an idle group called Super Juniors. And he's presently in the Army. And he's been spokesman and endorser for Audi, here in Korea. >> And I think right now, we're having Legion Kook as an actor and we're having Octi Young as a singer. >> Yeah. >> And I think between the two of them it's a good >> Mix and we're also reaching slightly different target groups. So that's the reason. >> Okay, so they have acted as effective opinion leaders. >> Yeah.
