Audi, the luxury brand of Europe’s biggest automaker Volkswagen and maker of VW’s tie rods, has reiterated in its new commercials that it wants to be known as the automaker that offers top-of-the-line automotive technology. And as part of the development of the brand identity, Audi would like to extend that concept down to the smallest detail in each of its vehicles.
The slogan “Truth in Engineering” is also applied to Audi’s various gadgets, which, unlike those of its competitors, are not that complicated. That’s because Audi wants its luxury car buyers to know that its technology is made to make driving easy, fun and enjoyable.
In order to further enhance the brand’s popularity and strengthen its identity, the first advertising campaign launched by San Francisco-based Venables, Bell & Partners is designed to target rivals, although Scott Keogh, Audi’s chief marketing officer, has underlined that said effort is not intended for a specific competitor. He said: “We have a point of view about the technology: that it complements the drive rather than having some electronics do the driving for you. The new campaign is much more about Audi’s philosophy of how technology should be used in a car.”
The complex BMW system
Despite the many accolades BMW has received, it was still widely criticized mainly due to its iDrive system which was first introduced in 2001 as part of BMW’s top of the line 7 series which is an eight position controller knob capable of 700 different functions The function was simplified three years ago. DaimlerChrysler’s current Mercedes-Benz S-Class is equipped with an adaptive cruise control system that automatically maintains a specified distance from the vehicle in front. Mr. Keogh is well aware of this, as he was a marketing manager for Mercedes.
Mr. Keogh also said that Audi’s new marketing team for the campaign, Venables, Bell & Partners, conducted research with owners of competing models, including some of the car bloggers, as well as Audi owners before developing the new brand ad. approach with the new slogan “The truth in technology”. Venables, Bell & Partners received the $70 million bill last year.
The 15-second spots will air tonight on national television and will be released online. Said 15-second commercials would feature the TT roadster and hardtop coupe. The 15-second ads are teasers and are part of a broader overall brand campaign that will continue in about a month for the Q7 SUV.
Improve, expand, develop online promotion.
Since most Audi buyers visit audiusa.com before they buy, the automaker would spend more on its online ad this year. Mr. Keogh has said that although he does not want to reveal any details of the plan, one thing is for sure: Audi will be looking for a viral broadcast of the online part of the campaign that was run by Factory Design. Laboratories, Denver. The agency has created a small site for TT’s launch, TT-truth.com, and the general advertising messages are aimed at driving traffic to the site.