RECORD
CONVERSIONS.
NEW APPROACH.
When only 30% of Audi owners service with Audi, you don't run ads. You meet them in the car park.
THE CHALLENGE
Audi Ireland had a problem hiding in plain sight. They sold cars brilliantly. But only 30% of Audi owners came back for servicing.
The other 70% went elsewhere. Independent garages. Competitors. Anywhere but the dealership. That meant lost revenue, broken relationships, and customers who drifted away before their next purchase.
Traditional marketing wasn't going to fix this. Audi owners weren't avoiding service because they didn't see the ads. They were avoiding it because dealership servicing felt expensive, inconvenient, and unnecessary.
THE APPROACH
We pitched them an ambush.
If Audi owners weren't coming to the dealership, we'd go to them. The insight was simple: every Audi owner parks their car somewhere. What if that somewhere became a branded experience?
Dundrum Town Centre. Ireland's premium shopping destination. Thousands of Audi owners every week. We designed the “Car Park Concierge” to intercept them where they already were.
The strategy was three-pronged: reward the loyal 30%, convert the missing 70%, and make the entire experience feel exclusive, not salesy. Part activation, part retail, part direct marketing. All designed to pull people back into the Audi ecosystem.
THE WORK
The Car Park Concierge
We transformed a Dundrum car park into an Audi experience. Brand ambassadors identified Audi vehicles, engaged owners as they returned from shopping, and offered them something they couldn't get anywhere else: exclusive Audi merchandise, servicing incentives, and immediate booking assistance.
Tactical media drove awareness before people arrived. Once there, the experience was seamless. No hard sell. Just recognition, reward, and an easy path back to the dealership. The activation ran for weeks, touching thousands of Audi owners who had drifted away.
More Than a Pop-Up
This was a functioning merchandise shop. Created a CRM capture system that integrated directly with Audi Ireland's database. Trained a brand sales team to qualify leads, book service appointments, and identify sales opportunities.
Every conversation was tracked. Every signup was followed up. Every owner who engaged got pulled back into the Audi ecosystem with something tangible: a service discount, exclusive merchandise, or just the recognition that their choice of car mattered to the brand.
THE RESULTS
The activation beat every signup target Audi Ireland set. Service bookings spiked. CRM data showed owners who hadn't engaged with the brand in years were back in the system.
The real result was structural. Audi Ireland proved you could intercept customers outside the traditional sales funnel and pull them back in. The “missing 70%” weren't gone forever. They needed a reason to return.
The Car Park Concierge became a template. Not for Audi alone, but for any brand facing the problem of customers who love the product but drift from the ecosystem. You don't wait for them to come back. You go find them.
Audi's quote said it best: “It's been really successful for us. We're definitely going to do more like this in the future.”
“Show us a problem that's also an opportunity, and you activate our innate entrepreneurial power.”
— Andrew Casey, CEO, Headcase