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|• New Audi A1 Sportback attracts a younger customer
• Most accessible Audi in the range
• Integrated campaign includes partnership with Spotify
Audi Australia has launched 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 (5 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 it’s national dealer network, integrated marketing campaigns and a focus on building a sustainable growth strategy in Australia.
The campaign will run for 3 months. Creative agency: Rapp Collins.
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