- Broadcast, digital and experiential are focus for the entirely new A4
- Audi takes on the competitors in the new Audi A4 campaign
- Audi A4 is the biggest, fastest and most fuel-efficient car in its class
HERNDON, Va., Aug. 27 /PRNewswire/ -- In a new advertising campaign
launching this month for the 2009 Audi A4, Audi of America demonstrates
product superiority versus the perceived leaders within the luxury
automotive segment with the introduction of the entirely new Audi A4. The
campaign uses television, digital and driving experience platforms to make
bold and declarative claims about the advantages of the 2009 Audi A4 and
features the tagline "Progress is beautiful."
Audi's advertising agency, Venables Bell & Partners, created the
broadcast ads. The 60-second "Living Room" made its debut in select cities
during the opening ceremonies of the Olympics on August 8th. That spot
highlights the Audi brand while the remaining spot is product focused and
reinforced with verifiable claims. "Living Room" ran regionally during the
Olympics telecast and both spots will run nationally during such
high-profile events as the MLB playoffs, the NFL Sunday Night Game of the
Week and other highly-rated shows, such as "The Office" and "Grey's
Anatomy."
"The Audi Brand is on a role. With the launch of the entirely new A4,
Audi is building off of the successful R8 and A5 launches," said Scott
Keogh, chief marketing officer, Audi of America. "The A4 is quicker, more
fuel-efficient and roomier than the competition. This campaign delivers
that message in a clear and dramatic fashion. We simply reported the facts
in an engaging fashion. We're no longer content to be among the leaders in
luxury, we want to be the leader. Bold and dynamic products will lead the
way."
The new spots represent the continuing evolution of Audi's "Truth in
Engineering" campaign that launched last year. During the 2008 Super Bowl,
Audi and its R8 sports car put the competition on notice by declaring
itself the face of New Luxury. The Audi A5 launch followed, firmly
establishing Audi and the A5 coupe as the new, better choice in luxury.
This third wave of work, focused on the entirely new Audi A4, includes two
separate spots that maintain the campaign theme and are reinforced with
real product proof points.
In "Living Room," Audi reinforces the message that its brand represents
a new era in luxury. In the spot, a traditional living room that features
characteristics of an older luxury ideal morphs into a modern and
luxurious, yet comfortable and approachable, new space. As the living room
evolves, keen-eyed viewers will notice that it actually takes on certain
characteristics of the 2009 A4, including technology references like the
Bang & Olufsen stereo system, craftsmanship cues such as the use of chrome,
glass, lighting and the specific wood employed, as well as efficiency
references represented by the recycling bins outdoors. The spot introduces
the concept of progress and delivers the message that the all-new A4
embodies that concept. In the other spot, the product benefits of the A4
take center stage and the claims become more specific.
"Separation" depicts a testing dramatization that captures a photo
finish moment as the Audi A4 crosses the finish line before the other
competitors in a 0-60 mph situation. The ad closes with a statement that
this new A4 is not only the fastest, but also the most fuel-efficient with
the most interior room in its class. The 2009 Audi A4 2.0 TFSI travels from
0-60 mph in 6.9 seconds and is the longest and widest car in its segment,
at 185.2 inches and 71.9 inches, respectively. That engine also achieves
21/27 MPG. Independent testing that verified the 0-60 mph claim against the
2008 BMW 328xi, Lexus IS 250 AWD and the Mercedes-Benz C300 4MATIC, was
handled by Automotive Marketing Consultants Inc. (AMCI), the automotive
industry's unbiased, third-party vehicle testing authority.
Audi's new campaign will originally run on television, but will also be
available online at http://www.truthinengineering.com and http://www.audiusa.com . The
music that accompanies each spot will also be available for download.
The campaign will be supported by unique online extensions that
highlight the competitive nature of the executions. Audi has created a
series of banner ads that succinctly showcase the true product capability
distinctions between the A4 and competitive models. Customers interested in
testing Audi's claims for themselves can join Audi at a stop on the
traveling Audi Driving Experience (ADE) Tour. At the ADE, consumers have
the opportunity to try out the entirely new A4 against the competition in a
closed-track test. Audi received over 8,600 registrants for this
opportunity before the first event occurred. For more information on the
Audi Driving Experience Tour, visit
http://www.truthinengineering.com/audi-driving-experience/ .
Audi is further supporting the 2009 A4 launch with the first automotive
OEM release of a dedicated iPhone application, as well as a supporting A4
iPhone experience web site. "Audi A4 Challenge" is a driving game that
utilizes the iPhone's accelerometer (motion sensor) to give players the
opportunity to pilot the new A4 through a series of challenging courses.
Customers who visit http://www.truthinengineering.com/a4/iphone on their iPhone
will find a unique interface and content on the A4, specialized videos, an
exterior color customizer, a dealer locator and a link to install "Audi A4
Challenge." The application is now available free of charge on Apple's
iPhone Application store.
About Audi of America
Audi of America, Inc. offers a line of luxury vehicles that include the
Audi A3 sport compact; the sporty A4 sedan, Avant and Cabriolet models; the
high performance S4 sedan, Avant and Cabriolet models, the high-revving RS
4 sport sedan and Cabriolet; the all new A5 Coupe with FSI direct injection
technology; the S5 Coupe with 354 hp; the design-leading A6 sedan and
Avant; the V-10 powered high performance S6 sedan; the Audi Q7 performance
SUV; the new all-aluminum Audi A8 and A8L; the new S8 with V10 power; the
all-new 2008 TT Coupe and Roadster models; and the all-new, all-aluminum
R8, one of the most exclusive mid-engine sports cars in the world. Upcoming
Audi vehicle launches in the USA include the updated A3 with quattro
all-wheel drive (Sept. 2008), all-new A4 sedan/Avant (Sept. 2008), TTS
coupe and Roadster (end 2008), new A6 with the new 300 hp 3.0 TFSI
supercharged V6 engine (Jan 2009), Audi Q7 3.0 TDI (Q1 2009), and Audi Q5
(Q1 2009). For more information, please visit http://www.audiusa.com or
http://www.audiusanews.com .
SOURCE Audi of America
 back to top
Related links:
http://www.truthinengineering.com/audi-driving-experience
http://www.truthinengineering.com/a4/iphone
http://www.audiusa.com http://www.audiusanews.com
http://www.prnewswire.com/comp/111330.html /
CONTACT:
Jeff Kuhlman, Office: +1-703-364-7423, or
Mobile: +1-248-622-3703, jeff.kuhlman@audi.com, or Andrew Lipman,
Office: +1-212-333-4647, or Mobile: +1-917-691-8000,
andrew.lipman@audi.com
|
