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Paris, February 20, 2013 – On the occasion of the global launch of the new Audi A3 Sportback, Audi has enlisted Daft Punk and their worldwide hit “Harder, Better, Faster, Stronger” to illustrate a TV spot that will be revealed in the France on 24 February 2013. The evocative title of the song highlights the technological innovations for mobility available on the new Audi A3 Sportback.
Under the slogan “+ innovative + intense,” the campaign will be rolled out in France in media and non-media with innovative devices, in line with the values cherished Audi themes of avant-garde, sportiness and sophistication.
Daft Punk to the rhythm of the new Audi A3 Sportback
This is the first time that Audi has utilized Daft Punk for a TV campaign and chose their famous title “Harder, Better, Faster, Stronger” (Discovery recording) that resonates with the “+ innovative + intense. ” theme.
The film focuses on the aspect of “more” in regards to the new Audi A3 Sportback that is more “agile”, “safer”, “smarter”, more “connected” more “reactive”, more “innovative” more “intense” but also “light +” & “+ simple”!
Throughout the spot, Audi reaffirms its advance technology (Vorsprung durch Technik) highlighting its major innovation in the service of mobility to meet the needs of tomorrow’s drivers: MMI touch technology: “Multi Media Interface” system command that allows intuitive and ergonomic via a retractable screen 7” and a touch wheel (unique in the automotive world), management, reading and intuitive 7 central functions of vehicle: Audi connect (connecting Internet driver, vehicle and environment), Radio, GPS navigation, traffic info, Sound system (which allows you to adjust the sound quality of audio equipment from Audi, Bose or Bang & Olufsen, depending on the configuration), Media (which allows you to select different audio sources: CD, SD cards, ipod, ipad or jukebox), Car (which allows you to manage different configurations of the vehicle itself lighting, temperature, comfort …)
The commercial also highlights the Audi ultra technology (lightweight construction), TFSI quattro and xenon plus. For more information: Audi.fr/A3sportback.
Audi A3 Sportback: the biggest investment in communication for Audi 2013
The new Sportback represents a significant volume of sales of the Audi A3 in France. Audi hopes to retain its leading position in technological innovation through its R & D is structured around three pillars: Audi connect, Audi ultra and Audi e-tron.
“The national launch of the new Audi A3 Sportback planned for 21 February is an important issue for the French market, as the communication campaign is she on the year 2013 our biggest investment all media,” said Marc-Andreas Brinkmann, Director of Marketing for Audi France.
360 … device media and non-media in France
Device multi-screen media campaign:
Fred & Farid advertising agency Audi France sign the French adaptation of the TV commercial International Audi A3 Sportback and disclaims press and poster campaign with visuals for the national and local levels.
Dates launch TV spot sizes 30 and 60 seconds: 24 February to 17 March 2013
Dates of launch of the release: 22 February to 23 March 2013
Mediacom, Media Agency of Audi France, unfolds over a period of one month a media strategy based on the interaction between the different communication through digital innovation. A powerful TV and press campaign coupled with digital operations to emerging formats (video enriched Footer In Website) will maximize the impact on the audience.
Launch dates: 22 February to 23 March 2013
Enzymes, digital consulting agency Audi France, is in charge of a device on Display all digital media under the media plan through innovative formats and banners more conventional formats.
Launch dates: 25 February to 17 March 2013
Device non-media campaign (social networks, relationship marketing, editorial):
Oko, the relationship marketing agency of Audi France, is in charge of a national mailing from target customers and prospects and an invitation template available for the network (distributors Audi) for their evening launch of the new Audi A3 Sportback.
Opus, agency deployment of local communication Audi France, is in charge of the implementation of a multi-media device (radio spot, print ads, posters, web) across the network France (distributors Audi) with an emphasis on testing the new Audi A3 Sportback, in addition to and consistent with the national campaign.
Strateus Lowe, the agency editorial Audi France, is in charge of the declination of the international campaign editorial and production of content for various websites Audi Audi.fr (web & mobile) Partner sites, Audi and tv on the mini-site event Audi A3 Sportback designed specifically for the campaign and accessible from Audi.fr.
Pascal Lengagne winning music program image of cultural patronage Audi talents awards, performed a musical compilation which will be available exclusively at launch parties, customers of the new Audi A3 Sportback, via a download card to activate on myAudi.fr.
This participation is in the accompaniment of winning that has enabled him to sign the TV spots on the Audi A4 “The Pace of Progress”, the Audi A6 Avant “Colibri” but also edit and distribute his album entitled “Insight” on all digital platforms and to offer 5000 Audi customers. He has also played an excerpt at the first music festival in the image Audi talents awards held at the Gaite Lyrique and the Olympia 13 & 14 October 2012.
Learn more about the Audi talents awards: www.Audi.fr / ATA
source: Audi France, translation by Fourtitude