Audi Australia has today launched a major new brand campaign to redefine the company's reputation as an innovator ahead of a major new wave of product arriving Downunder.
Audi Australia's managing director, Andrew Doyle, says the campaign takes a look back at Audi's heritage as a technology pioneer to show consumers why the company's passion and commitment continues to drive innovation for the future.
Says Doyle: "It details the aspiration, inspiration and sheer hard work of the people who build Audi vehicles, for the pleasure of those who own and drive them.
"We've spent more than 100 years striving to "out-do" every milestone, every piece of technology we have ever created, to deliver the best in premium quality and craftsmanship for our customer."
A three part television campaign, the new Audi brand advertising focuses on core values that include 'Challenges', referring to the company's future facing strategy which has seen numerous milestones reached thanks to advanced technology; 'Details' which focuses on the company's legendary attention to detail and quality to create a luxury product that is greater than the sum of its parts, and 'Audi versus' which combines the brand's heritage as an innovator, and technological know-how to clearly demonstrate it's 'Vorsprung durch Technik' core message.
Says Doyle: "Recent research undertaken by our brand showed us that luxury car buyers don't have a clear understanding of the way Audi has consistently challenged conventional thinking throughout the ages and this is what our new campaign seeks to address.
"We're the youngest premium German brand in Australia and in a market as competitive as ours, reinforcing Audi's rich and successful legacy in Europe is a message worthy of telling. We have consistently out-performed ourselves in terms of innovation and this campaign will help us to express our proud heritage.
"The campaign idea is to explain how we compete against ourselves as a company (Challenges) how we focus on the premium nature of our business, how we deliver on customer expectations, luxury and craftsmanship (Details), and that we continuously look for our own challenges (vs) as a brand."
The campaign, voiced by Audi brand Ambassador, Richard Roxburgh, will be initially launched as three separate 60 second TV spots and followed up with a 30 second version of each. It will be supported with a strong social media buy, online video and in Hoyts Lux cinemas.
Audi Australia's general manager of marketing, Kevin Goult said the creative executions did not require any new material to be shot.
Says Goult: "Audi and the creative team at 303MullenLowe found that the archival footage was comprehensive, detailing so many innovations throughout the ages that nothing new was needed.
"The reality was that we have been busy doing all of these great things for over a century."
Says Doyle: "We've enjoyed 11 years of consistent, sustainable growth in Australia, and now it's time to take our next step forward with this major brand campaign."
Audi's new brand television campaign kicks off on 7 September 2016.