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Audi A7 Launch Uses Online R.S.V.P. to Set Up Test-Drives, Send Traffic to Dealers

Photo: Oriol Tarridas / Oriol Tarridas Photography

Audi unveiled its new A7 five-door coupe to the South Florida market on Thursday night with a cocktail party on the plaza outside the New World Center. Organizers tried something new for this premiere: an online R.S.V.P. system that also gave the more than 400 respondents the ability to schedule a test-drive of the vehicle. And local dealerships now have access to that information, so they can follow up with the 150 people who expressed interest.
 
“We want people to have a good time at these events, but our goal ultimately is to drive people to the dealerships,” said Audi of America regional marketing manager Maggie Mohiuddin. “One of the things we pride ourselves on is the technology in our vehicles. We want to make sure we are innovators, and this system is one of the ways we can be innovative.”

Audi partnered with event production company Siinc Agency for the event. Siinc co-founder and chief operating officer Isabel Chattas developed the concept for the online invitation and response system and then worked with Radiant Event Technology to have it created.  

Guests enjoyed cocktails and small bites from Thierry’s Catering while checking out the four vehicles on display outside the performance hall. Since opening in January, the Frank Gehry-designed New World Center has received worldwide attention for its striking architecture, which organizers say is why they chose to introduce the vehicle at this venue.  

“One of the things about this car is, we feel this is one of Audi’s boldest vehicles and it has a lot of design cues. So we wanted guests to see the beautiful design in the building and also witness the great design in the Audi A7,” Mohiuddin said.  

Siinc Agency worked with EventStar to create two 16- by 20-foot clear vinyl canopies that were set up above two of the vehicles. “We needed some weather protection for the cars, but we wanted something that didn’t obstruct the vision of the building and looked like it belonged,” Chattas said.  

As an added incentive for people to attend the party and sign up for a test-drive, Audi gave away two Audi Sportscar Experience packages, which included airfare for two to Sonoma, California, two nights’ lodging, and the opportunity to drive the Audi R8 around the Infineon Raceway. Organizers also offered tours of the New World Center to attendees.