Audi expands targets with campaign launch for new model
Announcement posted by Access Public Relations 09 Jul 2012
Audi Australia this week launches a major national marketing campaign for its new five-door A1 Sportback, via TV, print, online and social media channels.
Prompted by the success of the recently launched three-door model - which has already overtaken Mini as the leader in the compact luxury category - the new campaign sees Audi focus on a slightly younger target market.
Alongside eye-catching and sleek national TV, cinema and print executions, the campaign includes online advertising, with a category-exclusive sponsorship of the hugely popular and fast-growing Spotify music streaming service.
Audi’s inituitive Bluetooth streaming allows drivers to connect their telephone to the car’s radio to play music, making a partnership with Spotify the ideal way to select and play the perfect driving tracks.
“This campaign perfectly mirrors the combination of innovation and sophistication that is the Audi brand while targeting a new audience for us. The A1 is Audi’s most-accessible model, and the new Sportback (five-door) model adds versatility to the already-popular compact A1.
This car is proof that luxury does come in small packages and that Audi’s DNA runs through our entire range,” said Audi’s General Manager of Marketing, Janet Markus.
“Audi doesn’t rest on its laurels and not only does the new model reflect that, so too does our approach.”
Since 2004, Audi has enjoyed year-on-year of growth in Australia due to a combination of exceptional new product, clear investment in its national dealer network, integrated marketing campaigns and a focus on building a sustainable growth strategy in Australia.
The campaign will run for three months. Creative agency: Rapp Collins.
About Audi
The Audi Group delivered around 1,302,650 cars of the Audi brand to customers in 2011. From January through the end of September 2011 the Company posted revenue of €32.4 billion and an operating profit of €3.96 billion. Audi produces vehicles in Ingolstadt and Neckarsulm (Germany), Gy?r (Hungary), Changchun (China) and Brussels (Belgium). The Audi Q7 is built in Bratislava (Slovakia). In July 2010, CKD production of the Audi Q5 was added to the existing Audi A4 and A6 manufacturing operations in Aurangabad (India). At the Brussels plant, production of the Audi A1 has been running since May 2010, while production of the new A1 Sportback began in 2012. The Audi Q3 has been built in Martorell (Spain) since June 2011. The Company is active in more than 100 markets worldwide. AUDI AG’s wholly owned subsidiaries include AUDI HUNGARIA MOTOR Kft., Automobili Lamborghini Holding S.p.A. in Sant’Agata Bolognese (Italy) and quattro GmbH in Neckarsulm. Audi currently employs around 63,000 people worldwide, including around 47,900 in Germany. Between 2012 and 2016 the brand with the four rings is planning to invest more than €13 billion – mainly in new products, human resources and the extension of production capacities – in order to sustain the Company’s technological lead embodied in its “Vorsprung durch Technik” slogan. Audi is currently expanding its site in Gy?r (Hungary) and will start production in Foshan (China) in late 2013. By 2015, Audi plans to increase the number of models in its portfolio to 42.
Audi has long been fulfilling its social responsibility on many levels – with the aim of making the future worth living for generations to come. The basis for Audi’s lasting success is therefore formed by environmental protection, the conservation of resources, international competitiveness and a forwardlooking human resources policy. One example of AUDI AG’s commitment to environmental issues is the newly established Audi Environmental Foundation. Under the heading of “Audi balanced mobility,” the Company is directing its activities toward a major goal – comprehensive CO2-neutral mobility.
Alongside eye-catching and sleek national TV, cinema and print executions, the campaign includes online advertising, with a category-exclusive sponsorship of the hugely popular and fast-growing Spotify music streaming service.
Audi’s inituitive Bluetooth streaming allows drivers to connect their telephone to the car’s radio to play music, making a partnership with Spotify the ideal way to select and play the perfect driving tracks.
“This campaign perfectly mirrors the combination of innovation and sophistication that is the Audi brand while targeting a new audience for us. The A1 is Audi’s most-accessible model, and the new Sportback (five-door) model adds versatility to the already-popular compact A1.
This car is proof that luxury does come in small packages and that Audi’s DNA runs through our entire range,” said Audi’s General Manager of Marketing, Janet Markus.
“Audi doesn’t rest on its laurels and not only does the new model reflect that, so too does our approach.”
Since 2004, Audi has enjoyed year-on-year of growth in Australia due to a combination of exceptional new product, clear investment in its national dealer network, integrated marketing campaigns and a focus on building a sustainable growth strategy in Australia.
The campaign will run for three months. Creative agency: Rapp Collins.
About Audi
The Audi Group delivered around 1,302,650 cars of the Audi brand to customers in 2011. From January through the end of September 2011 the Company posted revenue of €32.4 billion and an operating profit of €3.96 billion. Audi produces vehicles in Ingolstadt and Neckarsulm (Germany), Gy?r (Hungary), Changchun (China) and Brussels (Belgium). The Audi Q7 is built in Bratislava (Slovakia). In July 2010, CKD production of the Audi Q5 was added to the existing Audi A4 and A6 manufacturing operations in Aurangabad (India). At the Brussels plant, production of the Audi A1 has been running since May 2010, while production of the new A1 Sportback began in 2012. The Audi Q3 has been built in Martorell (Spain) since June 2011. The Company is active in more than 100 markets worldwide. AUDI AG’s wholly owned subsidiaries include AUDI HUNGARIA MOTOR Kft., Automobili Lamborghini Holding S.p.A. in Sant’Agata Bolognese (Italy) and quattro GmbH in Neckarsulm. Audi currently employs around 63,000 people worldwide, including around 47,900 in Germany. Between 2012 and 2016 the brand with the four rings is planning to invest more than €13 billion – mainly in new products, human resources and the extension of production capacities – in order to sustain the Company’s technological lead embodied in its “Vorsprung durch Technik” slogan. Audi is currently expanding its site in Gy?r (Hungary) and will start production in Foshan (China) in late 2013. By 2015, Audi plans to increase the number of models in its portfolio to 42.
Audi has long been fulfilling its social responsibility on many levels – with the aim of making the future worth living for generations to come. The basis for Audi’s lasting success is therefore formed by environmental protection, the conservation of resources, international competitiveness and a forwardlooking human resources policy. One example of AUDI AG’s commitment to environmental issues is the newly established Audi Environmental Foundation. Under the heading of “Audi balanced mobility,” the Company is directing its activities toward a major goal – comprehensive CO2-neutral mobility.