Audi Q3: for the ‘forward-thinking driver’
Audi has launched an integrated campaign to support the launch of its new vehicle, the Audi Q3.
The campaign, titled ‘Destination n3xt’, uses an augmented reality iPhone app, a mobile site and ambient execution to support the TVC as well as print and homepage takeovers.
The vehicle is positioned as a luxury urban SUV for ‘forward-thinking drivers’.
The augmented reality app allows consumers to see and interact with a Q3 to change exterior colours and wheels as well as activating hotspots with information about the vehicle.
The campaign was executed by agency DDB Group’s Rapp Sydney.
Microsite and m-sites aim to connect with the urban driver, explaining the benefits of the vehicle but also allowing them to enter their post code to see destination information and social activities happening in the area.
Volker Woerz, Rapp’s senior business director said: “The Destination n3xt campaign theme is the perfect expression of the Audi Q3’s progressive positioning. A leap ahead in concept as well as technology, it’s what forward thinking urban drivers are looking for. Destination n3xt is not just about where this prestige urban SUV can take you on the map, but also where it can take you in life.”
Janet Markus, Audi Australia GM of marketing said: “The Audi Q3 is designed for what we call ‘urban navigators’, people who are forward-thinking, living actively and always on the look out for what is new, interesting and engaging. The extensive use of progressive, or new, media reflected this. Our target audience also lives life on the go, so we needed a campaign that would use a variety of platforms, for example, ambient, mobile and online, that would access them in the right time, at the right place in their busy lives.”
Credits:
Audi:
General Manager, Marketing: Janet Markus
Marketing Communications Manager: Belinda Williams
Online Marketing Executive: Josh Boyden
CRM Marketing Executive: Helen Luong
Dealer Marketing Executive: Karlien Gouws
Rapp:
Creative Group Heads: Kylie Suttor and Scott Smith
Creative Support: Michael Ashton, Matt Mortimer and Chris Peck
Managing Director: Charles Rallings
Planning: James Quinlan
Business Management: Lucy Watson, Susan Egan, Volker Woerz and Andrew Douglas
Project Management: Kate Ledingham and Sam Barnfield
Digital Producers: Desiree O’Farrell, Martin Outram, Raghav Mathur and Tim Wilford
Digital Design and Production: Simon O’Neill, Ramon Rodriguez, Michael Kleinman, Mauricio Massaia, Roy Mogoko, Robertus Johansyah, Josh Kelly, Aris Santosa and John Hayles
Technical Director: Ferdinand Haratua
Production Manager: Brett Griffiths
TV Production: Harriet Burtontaylor
TV Editors: Joe Wong and Mark Parry
Partners:
Media Agency: MediaCom
