The launch of Audi Australia’s first ever before locally-produced campaign signals the German auto-maker’s strategy to overtake competitors in the premium car area by 2020, and consists of an innovative digital execution that permits viewers to edit their own TVC

Audi Australia handling supervisor Andrew Doyle revealed the company’s vision at a press event in the Northern Territory at the weekend for the launch of the ‘Land of Quattro’ international advertising and marketing project, on which the business is spending $3 million in media and manufacturing expenses.
Previous brand name campaigns for the German car-maker have actually leaned on international innovative, however a change in international advertising personnel has actually resulted in ‘Land of Quattro’ being instigated by head office to be translated and produced locally in each market.

In Australia, Audi has actually worked with its newly-appointed firm Holler to produce a project integrating TELEVISION, social media, state-by-state print and out-of-home marketing, and a cutting-edge digital execution that permits the general public to ‘remix’ the TVC to direct their own commercial.

Shot making use of remote-controlled helicopters geared up with GoPro cameras, the platform can theoretically result in millions of combinations of place, activity and camera angle. Each film has to consist of obligatory aspects such as the opening shot, the signature ‘heart beat’ sound effect and the ‘Vorsprung durch Technik’ brand name slogan (which about translates to ‘improvement through innovation’), while about 80 % of the ad is customisable.

Audi Australia

The film evaluated the very best will be aired nationally in prime time on 29 September with the maker’s name credited, in addition to scoring the champion air travels to Germany for a tour of Audi HQ and a three-day ‘ice drive’ experience in the Austrian alps.

General manager of marketing, Kevin Goult, makes sure to emphasise that Audi, certainly not a regional brand name, is not insisting a case to the country: “We’re not making claim to the land, we’re making a claim to adventure,” he states. The objective, Goult states, is to link Audi’s strengths with the pride Australians have in their nation and way of life.

It’s the first time the global business has actually allowed each market to produce its own brand name campaign, with the previous extent of localisation being constrained to retail material and equating imaginative from German to English.

The national TVC aired last evening, with print and out-of-home media to roll out in the coming fortnight. Billboard marketing will utilize custom imaginative for each state, and online marketing will also provide greatly as part of the project.

Audi Australia1

A sponsorship take care of National Geographic intends to highlight the brand name’s connection with Australia, as does using regional ambassadors such as Richard Roxburgh and Asher Keddie.

Experiential elements of the project comprise invitation-only events in Sydney, Melbourne and Brisbane to check drive autos in storehouses converted to indoor surfaces.

The ‘Australia. Land of Quattro’ project is a vital facet of Audi Australia’s vision to overtake BMW and Mercedes Benz to end up being leader of the ‘premium’ classification by sales volume within the next 7 years.

Because 2005 the brand name has actually been making up ground on category leader Mercedes Benz and second-placed BMW, and now represents 76 % and 82 % by sales volume, respectively.

Doyle states the plan is to become the leader in a market that now numbers more than 1.1 million vehicles. “We’re hot on their heels. We have a strategy to catch [our competitors] The marketplace is very competitive. We’re planning to grow share. We see strong chances in the SUV category and enhanced chances in the A-segment.

“Our strategy is that by 2020 we’ll absolutely be primary in the marketplace,” he states.

$50 million of financial investment in the business’s dealer network will see 37 dealerships in operation by the end of this year, consisting of brand-new places in vital local centres Wollongong and Toowoomba and upgrades of flagship properties in Sydney and Melbourne.

Marketing Magazine

July 29, 2013

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