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| Volkswagen Group at the NAIAS |
For the 7th consecutive year, FUSE has supported the Volkswagen Group at the North American International Auto Show in Detroit. FUSE was responsible for travel and guest logistics, transportation needs and welcoming board members from Volkswagen AG as well as Volkswagen groups and journalists from Germany, France, England, Sweden, Switzerland, Italy and China.
Guests stayed either at the newly restored Westin Book Cadillac Detroit or the impressive MGM Grand Detroit hotels. Throughout the guests’ stay, Volkswagen Routan and Touareg vehicles were available to shuttle them to and from Cobo Center, where they witnessed the exciting unveiling of the new Volkswagen Compact Coupe.
The evening prior to the first press day, FUSE worked with the acclaimed Rattlesnake Club to create an extraordinary dinner experience. Volkswagen AG Board Members hosted Volkswagen of America, Audi AG and Audi of America executives and members of the international press. Guests dined on a gourmet four course dinner, while taking in the magnificent views of the Detroit River.
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| FUSE Communication helps Audi achieve ‘most improved’ owner loyalty |
As CRM agency of record for Audi in 2009, FUSE has successfully created targeted, experiential programs designed to boost Audi owner advocacy and brand loyalty. Collaborative, focused loyalty initiatives undertaken by Audi and FUSE have resulted in Audi receiving the Most Improved Loyalty award by R.L. Polk in 2009; Audi owner loyalty improved by 4.5% compared to 2008.
One of the key strategies to sustaining strong loyalty lies in the brand’s flagship A8. With the all-new Audi A8 slated for release in Fall 2010, an ideal opportunity was identified to let Audi owners and VIPs behind the curtain for an exclusive brand experience.
Style-forward Miami was the setting for a pre-launch unveiling of the Audi A8 where FUSE led the owner invitation strategy and onsite logistics to create an unprecedented experience for Audi owners and guests. In addition to leads being generated for the all-new A8, an astounding 28% of invited owners and VIPs attended.
Additional momentum behind A8 loyalty initiatives came from a unique gifting campaign to commemorate the 100th anniversary of Audi. All current A8 owners were invited to “join the celebration” of the Audi centennial by being offered a choice of two limited edition collectors’ gifts: stemless Riedel crystal wine glasses or sterling silver cuff links. FUSE designed and deployed direct mail and e-mail to communicate the program, in addition to personalized owner web sites where the offer could be redeemed. This program achieved an overall response rate of 18% and captured 1,874 e-mail addresses for ongoing brand engagement efforts.
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| FUSE Communication wins 2010 American Package Design Award |
In 2008, The Lamborghini Gallardo Road Show was the hottest ticket for Lamborghini prospects and owners interested in experiencing the unabashed exhilaration and supreme style of the Gallardo. On tour in 11 cities at Lamborghini Dealers across North America, the events showcased Lamborghini performance and design as undeniable forces of nature.
The event graphics designed and produced by FUSE set the tone within the sophisticated road show environments, using dramatic visuals and clever copy to evoke feelings of excitement and anticipation for guests preparing to experience the vehicles for themselves.
Graphic Design USA, a news magazine for creative professionals, presented their 2010 American Package Design Award to FUSE for the Lamborghini Gallardo Road Show event graphics. From more than 1,500 creative entries, only 150 were honored with this distinction…and FUSE is proud to add this award to its ongoing collection.
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| Volkswagen Credit Handbooks |
FUSE Communication has supported the Volkswagen Credit, Inc. Financing Handbook process for over half a decade. The Volkswagen Credit, Audi Financial Services and Bentley Financial Services handbooks have been described as the ‘life line’ for dealers. These books, which are available on the VCI dealer extranet, provide up-to-date information on current programs and requirements. FUSE has been instrumental in the design and monthly updating process (Canadian versions are updated quarterly).
In an effort to further streamline efficiency, VCI requested that FUSE find a solution that would allow for dynamic, immediate updating. A thorough researching process, directed by Chris Ward with the assistance of Scott Wauldron, brought the team to an application called Arbortext, created by PTC. Arbortext allowed FUSE to build a customized handbook for each brand that can then easily be updated every month by Volkswagen Credit, Inc. personnel. In addition, the Client is now capable of both PDF and web publishing, allowing the dealers to work in a fashion that is best suited to their needs. After meeting with PTC, FUSE was confident Arbortext was a perfect fit for the Client.
Concluding a three-month design and development process, led by Dawn Elledge with the support of Karin Nelson and Katie Arnott, each handbook was ready to be implemented. Jennifer Benkarski, the Client lead on the project, requested that Dawn come to Herndon, Virginia to train the employees on the functionality and updating process. On Wednesday, July 15, FUSE sat down with the VCI team and presented the exciting new process. Keeping the technicality to a minimum, VCI members were able to digest the information in a way that made most sense for them.
After the presentation, each team member received individual training with the application. Key tasks were reviewed and even some monthly changes were made on the spot. After the day was complete, the Client was very pleased with the success of the training. Building on the opportunity, the Client now looks to link the financing handbook web sites to current dealer bulletins. VCI is scheduled to make future updates themselves with the support of FUSE.
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| Audi Celebrates Its 100th Year |
This July 16 was truly a momentous occasion as Audi AG celebrated its 100th anniversary. Ingolstadt was the site of a birthday bash to be remembered: a spectacular program with a speech by German Chancellor Angela Merkel, the unveiling of the new Audi A5 Sportback and the first performance of Chinese star pianist Lang Lang on the Audi Design grand piano.
Rupert Stadler, Chairman of the Board of Management of AUDI AG, greeted an array of famous personalities from the worlds of politics, industry, sport, culture and science at the jubilee celebrations. The guests included basketball star Dirk Nowitzki, and motor racing legends such as Walter Röhrl, Hans-Joachim Stuck and eight-time Le Mans champion Tom Kristensen.
Throughout the weeklong celebrations, Audi provided a host of world-class entertainment. Crowd favorites like Die Fantastischen Vier, one of Germany’s most popular hip-hop bands, performed at the “Audi Rocks 100” party; Audi Tradition sent nearly every racecar used in the course of the brand’s history for demonstration runs on the historic Donauring; and four top international soccer teams competed for the Audi Cup.
Meanwhile, back on U.S. soil, FUSE Communication continues to help Audi of America celebrate the centennial in its own way. As a part of the 100 years momentum, Audi challenged its creative agencies to propose individual online videos celebrating key Audi technologies. FUSE was the winning agency and produced the Audi 100 Years, 2.0T and TDI® Modules.
FUSE has also produced two issues of the Audi Magazine. The first issue geared up for the centennial with a retrospective of the last 100 years and a glimpse into the future.
In the second issue, FUSE took a closer look at 100 Years of Motorsport and the innovative engineering that has led to eight 24 Hours of Le Mans titles. Also, keep an eye out for 100 Year commemorative stickers gracing the windows and bumpers of Audi owners who have either received the magazine or purchased one online from the Audi collection.
FUSE congratulates Audi on setting the pace for 100 Years and we look forward to seeing the Audi innovations of the future.
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| Flexjet at Auction Napa Valley |
Flexjet has a partnership with the Napa Valley Vintners (NVV), sponsoring key events as well as showcasing select vintners and their wines at exclusive, private Flexjet owner dinners hosted in key markets around the country.
The hallmark event “Auction Napa Valley,” which takes place the first weekend in June every year, was established in 1981 by the Napa Valley Vintners to raise needed funds for healthcare, youth services and housing non profits. This event continues to draw wine lovers from both near and far, bidders who have helped shape the Auction as the premier charity wine auction in the world.
This year, Friday's Taste Napa Valley was held at the Robert Mondavi Winery in Oakville, California. Sixty of the region's top restaurants, including The French Laundry, Meadowood Napa Valley, Bounty Hunter, Rutherford Grill, Bardessono and Mustards Grill among scores of others, and artisanal food purveyors were paired with 100 wineries on the lawn and among the vines. It was in the Mondavi Cellars that the auction lots were displayed for the bidders to preview in preparation for the big auction on Saturday.
This year, Flexjet worked in partnership with other select luxury brands to create a once-in-a-lifetime New York experience, combining private jet travel with unique and exclusive experiences. FUSE Communication was given the assignment of creating the ‘Lot’ display, combining the offering and experiences for the various partners into one integrated and engaging visual. Working with all the partners, FUSE managed to integrate their individual brands into one cohesive and collaborative creative message.
Our challenge was that the display needed to take up minimal floor space, yet convey the excitement and full offering of the ‘Lot’…so, in true FUSE fashion, we looked beyond the ‘floor space’ and onto the walls! The display was created as a piece of art, telling the ‘Lot’ story through visuals that were custom fabricated to mount within a private glassed in cellar room, taking up no floor space at all! The bidders commented on the amazing display and the Flexjet ‘Lot’ sold to a very high bidder.
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