Audi pushes track record of innovation in new Australian brand campaign
Car maker Audi has returned to TV with a three-part brand campaign focusing on the company’s history of “shooting for the moon”.
The first part of the new campaign created by 303MullenLowe deals with ‘Challenges’, explaining how it was the first to create things like four wheel drive and turbo diesel engines.
The campaign features a voiceover from actor and Audi ambassador, Richard Roxburgh, explaining some of the changes the brand has been behind.
The next two instalments deal with ‘Details’, focusing on the company’s attention to detail and ‘Audi versus’ which combines the brand’s heritage as an innovator, and technological know-how to clearly demonstrate it’s ‘Vorsprung durch Technik’ core message.
Audi Australia’s managing director, Andrew Doyle, said in a statement about the campaign: “The campaign details the aspiration, inspiration and sheer hard work of the people who build Audi vehicles, for the pleasure of those who own and drive them”.
He added: “We’ve spent more than 100 years striving to “out-do” every milestone, every piece of technology we have ever created, to deliver the best in premium quality and craftsmanship for our customer.”
Doyle said the challenge faced by the brand was to explain Audi’s point of difference from other luxury German car manufacturers.
“Recent research undertaken by our brand showed us that luxury car buyers don’t have a clear understanding of the way Audi has consistently challenged conventional thinking throughout the ages and this is what our new campaign seeks to address,” he said.
“We’re the youngest premium German brand in Australia and in a market as competitive as ours, reinforcing Audi’s rich and successful legacy in Europe is a message worthy of telling. We have consistently out-performed ourselves in terms of innovation and this campaign will help us to express our proud heritage.
“The campaign idea is to explain how we compete against ourselves as a company (Challenges) how we focus on the premium nature of our business, how we deliver on customer expectations, luxury and craftsmanship (Details), and that we continuously look for our own challenges (vs) as a brand.”
The campaign initially launches as three separate 60 second TV spots and followed up with a 30 second version of each. It will be supported with a strong social media buy, online video and in Hoyts Lux cinemas.
Audi Australia’s general manager of marketing, Kevin Goult said the ads had been put together using existing archive footage.
“Audi and the creative team at 303MullenLowe found that the archival footage was comprehensive, detailing so many innovations throughout the ages that nothing new was needed,” he said.
“The reality was that we have been busy doing all of these great things for over a century. We’ve enjoyed 11 years of consistent, sustainable growth in Australia, and now it’s time to take our next step forward with this major brand campaign.”
