Audi has created a new integrated campaign for the launch of the all-new Audi A6. The campaign, created by Audi’s communications partner Creativeland Asia, is based on the thought "The best of business luxury".
Commenting on the thought behind the campaign, Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, said, "The campaign idea comes from the fact that the Audi A6 exemplifies the finest of luxuries that are available to business, without a compromise on either practicality or luxury. Those who are at the pinnacle of the corporate world have the world at their fingertips. The campaign captures this essence of true business luxury. We have created the campaign specifically keeping the Indian market in mind. It is not a global strategy which we have adapted to the Indian market."
The film shows the protagonist at his corner office desk reading a report. Through the huge glass windows, the viewer can see the street outside – buildings and people, start to move past the office. When the man's mobile phone rings and he answers it, the camera moves out revealing that he is actually sitting in the Audi A6. The protagonist gets out from the car and walks into an office building, and a super appears that reads ‘The corner office on the road’. The film cuts to shots of the Audi A6 driving through empty roads of a business district. The whole film is held together by a soundtrack created specially for the film.
The integrated campaign also includes press, social media, outdoor and web. A website has been created to showcase the features of the car which can be navigated through by pressing keys on the keyboard, versus moving around and clicking with a mouse. This is supposed to demonstrate the ease of the car's experience.
Describing the digital part of the campaign, Kurup said, "The website www.audi-a6.in has been created around the idea that at the highest levels of corporate power, individuals have the luxury of getting things done with the greatest of ease. Be it a call to their concierge or a word to the personal assistant. The world is at their fingertips. This is the same functionality one enjoys in the Audi A6. The car responds instantly to the mere touch of a button such as the start-stop feature or the swipe of a fingertip over the brilliant MMI touch. With the Audi A6 microsite, the same ability has been extended to the Internet. Users can navigate through the features of the car by merely pressing a key on their keyboard, where each key explains a feature of the car. The innovation extends to online advertising as well. The banners are integrated using ‘live content’ instead of ‘dummy content’ as used traditionally. Features like the MMI touch can be virtually experienced in the banner ads that are currently running on some of the top business portals."
“With the launch of the Audi A6, we have created a new segment in India. We are extremely happy with Creativeland’s positioning strategy, ‘The best of business luxury’ which justly equates our offering to the corner office or the control that a successful business executive enjoys,” said Michael Perschke, head, Audi India.
“Over 43 years, Audi A6 has been constantly refined with every generation, the 2012 one being the seventh generation of the car. The launch of the Audi A6 is not only one of the most crucial launches this year but in fact, the model has been the backbone of the group’s global success since its inception. With the integrated campaign, Creativeland has beautifully represented the Audi A6 as ‘the corner office on the road’,” added Clemens Ollmert, head of marketing, Audi India.
Client: Audi India
Communications partner: Creativeland Asia