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Audi will launch a new print advertising concept late this month featuring Audi
Ambassadors, Collette Dinnigan and John Eales, to celebrate the introduction of
its new A6 Avant model in Australia.
Audi has long maintained that ‘beautiful estate cars are called Avant’ since
securing its position as the market leader in the estate car class in Europe
many years ago. This new campaign highlights the company’s conviction that the
superb Avant concept has a place in the Australian luxury vehicle market for
discerning buyers.
General manager - marketing, Javier Degen, says that the Avant concept is
expected to find favour in Australia because of its versatility and excellent
performance.
Far from a purely rational decision based on vehicle performance, it is
well-recognised that the purchase of a new car is a very emotive process. To
support the practical advantages of the Avant concept, the Dinnigan/Eales Avant
campaign was developed from a desire to emphasise the emotional and lifestyle
factors involved in vehicle choice.
“We looked for ways to emotionalise what the Avant concept means. In Europe
the Avant is a hugely popular concept and is considered a very contemporary car
for active people. The Australian market is currently less-focussed on estate
vehicles in favour of SUVs and we wanted to create a campaign that showed a very
personal element and was easily identifiable with the lifestyle philosophy of
the Audi brand,” Mr Degen said.
Rugby icon and Audi Ambassador, John Eales, features in the advertising
campaign for the A6 Avant, positioning the vehicle as the stand-out choice for
drivers wanting luxury performance vehicles with added flexibility.
“John Eales is the perfect person to demonstrate to whom the A6 Avant will
appeal. He leads a very active life as a businessman and family man, not to
mention his sports hero status and therefore performance is important. The
spaciousness and versatility of the Avant’s load-carrying area just adds to the
benefits of this car meeting the lifestyle needs of John and his family,” Mr
Degen said.
In the same way, the work of long-time Audi Ambassador and Australian fashion
legend, Collette Dinnigan, reflects the key features of the Audi A4 Avant.
“The A4 Avant offers a superb design, combined with a love of details, like
the two-piece taillights and brushed aluminium roof rails, and at the same time
the build quality is second-to-none,” Degen said.
“Collette is known for her attention to detail, flair for contemporary yet
timeless design and love of quality materials for her work. She ideally
illustrates the qualities of our Avant campaign for the A4 model,” he added.
Audi’s managing director, Joerg Hofmann, is certain that the Avant concept
can work well for Australian luxury car buyers, albeit in relatively niche
numbers.
“The appeal of involving our Ambassadors in the project was to demonstrate
the philosophy of the Audi brand and the sort of people who are associated with
the brand because they genuinely have an affinity with our vehicles,” Mr Hofmann
said.
“Our Ambassadors are brilliant, successful and driven people who also have an
appreciation for good design that works well. The Avant is a car for such
people,” he added.
The Audi Avant campaign was produced by Audi’s creative agency, M&C
Saatchi, and will be launched nationally next week in magazines and newspapers.
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