Audi Toy Service
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Auto manufacturer launches after-sales service for toy cars
Audi is breathing new life into broken toys this Christmas, by promising to repair old or broken cars for free. The Audi Toy Service is running in official Audi dealerships across Spain, from 19 to 23 December.
Anyone can book an appointment on the campaign site, specifying the problem with their toy and then selecting from a list of participating dealerships. Specialist restorers will then carry out the required work, from panel and paintwork touch ups to mini-axle replacements wheel changes and dust removal. And, for slot cars, the service offers a tuning service that includes cleaning, lubrication and a braid change.
The campaign, by Proximity in Barcelona, also includes a collection service for any unwanted toys. These will then be delivered to children’s charities in time for Christmas.
There’s a campaign video, below, which is currently only available in Spanish.
We could conclude that Audi is tapping into a younger demographic, exciting kids and building early alliances with them in the hope that they become loyal Audi customers in later life. After all, much of the brand’s advertising is aimed at a younger crowd, who generally can’t afford one of its vehicles. As Michelle Krebs, a senior analyst at automotive website Edmunds.com, told Canada’s Financial Post: ‘Typically, the luxury car buyer is the Baby Boomer crowd. But there’s a saying in the auto business: You can sell an older man a younger man’s car, but you can’t sell a younger man an old man’s car.’
However, to read too deeply into this campaign is, perhaps, a little disingenuous. Put simply, this is a very sweet CSR campaign that should earn Audi a good amount of PR and a healthy dollop of brand affection for a relatively low investment. It showcases the auto manufacturer’s dedication to after-sales support and should also help to drive footfall in car dealerships, as mums and dads (who are of Audi buying age) accompany their children into the showroom. It’s a win for the parents, it’s a win for the kids, and it positions Audi in a positive, helpful and compassionate light.
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