Audi's New Commercials
Finally Audi of America has unveiled its new “Truth in engineering” campaign with its two 15 second spots for the TT sportster that was launched recently and scheduled for broadcast in the coming week.
The spots are to be followed by a 30-second ad that will be launched on May 14. The television ads are also going to be backed by traditional advertising such as print ads in national newspapers, including the Wall Street Journal and The New York Times which are due for release next week.
The spots signify Audi’s effort to reposition itself in the US luxury car segment which it has failed in the past to achieve. The new campaign will be spearheaded by Venables, Bell & Partners with base in San Francisco and signed on with Audi last January for the said undertaking.
The new campaign will begin with the TT and slowly expand with ads for the A4 and A6 sedans and then the Q7 SUV during the year. The TT commercials for the TT are just teasers and are shown quickly. They will also be shown exclusively during national primetime shows that are watched by a large audience of appointment watchers that make use of DVR technology.
The shows in which the TT commercials will be shown include Desperate Housewives, 24, and the House. The DVR technology will enable viewers to play the commercial in slow motion in order to better understand the message of the commercial. The scheme is similar to the concept employed for past campaigns of big companies such as Coca-Cola and GE which delivers hidden messages or scrambled entertainment in an effort to attract the attention of viewers.
The first TT ad will be titled”0.2 seconds”, it is named such because its duration is also 2 seconds. The second TT teaser is called the “Moment” which asks the viewer, “Do you have a moment?” before displaying a series of images and ends with “Missed it…rewind”.
Another spot for the A4 takes a nudge at the Lexus parking technology with its assist the driver to ease into a tight spot. The A4 ad shows a lush residential street with an open parking spot wherein the A4 is parked between two luxury cars. The A4 rips down the street and tears into the spot in a screech and then out the tagline that says, "The luxury car for people who can park themselves."
The campaign has not failed to feature a safety spot which has become mandatory for all brands. Keogh added that the campaign is geared toward driving consumers online which according to him where most customers go to start their purchase. He also said that Audi will also be increasing its ad spend to further strengthen and develop the brand’s identity in the US market.
Audi has been able to sell 29,134 vehicles which is a 15.2 percent increase from last year. Last year the luxury unit of Volkswagen maker of best quality VW radiators was able to record 90,116 cars, an 8.5 percent increase over the previous year. The brand is also dealing with new issues and revamps which will reach 19 starting from January 2005.
