Audi promotion triumphs during Global Effie Awards

Posted on 06. Jun, 2014 by in Audi Canada

Unlike a inhabitant Effie Awards that are presented in over 40 countries, a tellurian endowment recognizes a promotion efficacy of tellurian campaigns. This year’s double success brings Audi a initial wins during a Global Effie Awards, that are presented any year formed on a outcome of an general jury done adult of high-ranking attention and selling decision-makers. The 4 rings have now turn a initial German carmaker ever to grasp one of a desired tip 3 rankings.

“This endowment is a good respect and quite delights us, since it encapsulates a business approach: to grasp limit impact by creative, on-going ideas and implementing them well during 360 grade with transparent quantifiable KPIs,” remarked Giovanni Perosino, Head of Marketing Communications during AUDI AG, during a awards rite in New York.

With a explain “land of quattro” Audi launched a broad-based, integrated communication debate in winter 2012, travelling from classical imitation advertising, by a brand’s rendezvous in winter sport, to different out-of-home formats. “With ‘land of quattro’, we presented an idol of a code in a new, unique, really romantic and really effective way,” explains Michael Finke, Head of Creation/Sales Media for a Marketing Communications area during AUDI AG.

For TV advertising, Audi had country-specific commercials done – primarily for Germany, Austria, Switzerland and Russia. Today, a debate has been rolled out in 28 additional countries and a follow-up TV blurb has been launched. The concept summary is: Whatever a weather, whatever a highway conditions – each nation is ideal for quattro. The German chronicle of a TV blurb takes a spectator in fantastic cinema on a tour by Germany and invites him to learn a nation anew with a assistance of all-wheel drive: in sleet or snow, panorama or cityscape, from a North Sea seashore to a Alps. The blurb “Germany. Land of quattro” was combined in partnership with a artistic group thjnk Berlin. Fans were also means to post and share their tip quattro practice and favorite places on a website.

The debate that won a Gold Effie Award pays loyalty to a quattro success story, that Audi is now building on technologically with a latest expansion of a permanent all‑wheel expostulate system. Since a “Ur-quattro” done a entrance in 1980, Audi has built and sole over 5.9 million automobiles with quattro drive. The 6 millionth Audi with quattro will be withdrawal a prolongation line in a few weeks’ time. In 2013, Audi nonetheless again sole some-more cars with all-wheel expostulate worldwide than any other reward brand. Around 44 percent of Audi business – roughly one in dual – now select a quattro version.

Yesterday’s Global Effie Awards rite brought another high-profile success for Audi: The jury chose a promotion communication for a marketplace introduction of a new Audi A3 Sportback as one of a 5 shortlisted campaigns. The shortlist is limited to promotion formats that have been demonstrably really effective and successful worldwide, and have therefore done a proven grant to corporate success. To a subsidy lane “Harder, Better, Faster, Stronger” by Daft Punk and with a discerning duration of pictures, a TV blurb for a debate launched
in early 2013 is directed generally during immature aim audiences. The film was combined in partnership with a group thjnk Hamburg and executive Sam Brown. The campaign, that also featured imitation advertisements and a possess microsite, was run in 23 countries.

It so contributed to a successful start of a new-generation A3. In Europe, a new A3 family is already a marketplace personality in a reward compress segment; it was also launched in China and a United States in a early partial of this year. The Sportback is a many renouned A3 indication in Europe, with a usually flourishing fan base. In 2013, worldwide sales of a five-door A3 indication alone rose 16.5 percent to 156,201 units, rising a serve 22 percent over Jan by May 2014 compared with a prior-year period.

The campaigns during a glance:
“land of quattro”

TV blurb 2012/2013 (Germany version)
Duration: 60/45/30 seconds
Creative agency: thjnk Berlin
Director: Ralf Schmerberg
Camera: Ralf Schmerberg, Kevin Klein
Music: “Pop” by Mosermeyer Döring

Print / web special (Germany version)
Creative agency: thjnk Berlin
Photographer: Kai Uwe Gundlach
Headlines: “Germany. Land of quattro.®”
“A3 Sportback – Harder, Better, Faster, Stronger”

TV blurb
45/30/20 seconds
Creative agency: thjnk Hamburg
Director: Sam Brown
Camera: Tom Townsend
Music: “Harder, Better, Faster, Stronger” by Daft Punk

Print / web special
Creative group – print:
thjnk Hamburg
Photographer: Uwe Düttmann
Headlines: Big Bang Olufsen / Ground Control / Daylight@night / 
Buy:1 Drive:5 / A3.0 / Thin large / A hold smarter / The hotter spot
Creative group – digital: Razorfish

Fuel expenditure of a models named above:

Audi A3 Sportback:
Combined fuel expenditure in l/100 km: 7.0 – 3.3;
Combined CO2 emissions in g/km: 162 – 88

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