|
Audi Australia will launch a new brand campaign this week to highlight the
company’s philosophy of ‘ Vorsprung’.
Aimed squarely at the luxury-car-buying public, this latest advertising
campaign puts the company’s forward-thinking heritage clearly into the
spotlight, cementing Audi’s reputation as a leader for over a century.
The Vorsprung campaign draws on the history, heritage and substance of
the Audi brand, promoting the message of leadership via three core values -
performance, design and prestige.
With the help of Audi Ambassador, Catherine Freeman, and the famed Australia
II, the campaign highlights Audi as a leader in performance.
Collette Dinnigan, also an Audi Ambassador and Australia’s most successful
fashion export, highlights the brand’s leadership in design and the magnificent
Horch automobile is clearly representative of prestige – even since the 1930s.
There are four executions in total.
Audi’s General Manager of Marketing, Javier Degen, says the new Vorsprung campaign will boost the Audi brand’s image as an innovator.
“Audi is still a relatively young brand in Australia and it is important that
we remind our potential customers of our long and impressive heritage,” Mr Degen
said.
“ Vorsprung will help us put the Audi brand top-of-mind, clearly
demonstrating to luxury car buyers that our strong claim of leadership is based
on a long history of success and innovation.
“With the help of Australian icons such as Collette Dinnigan and Cathy
Freeman, our audience can clearly see the calibre of people who work with our
brand and whom we believe to be truly Vorsprung in their approach to
life,” Mr Degen added.
Audi’s Managing Director, Joerg Hofmann, says that the campaign itself is a
strong example of Vorsprung.
“Audi has a host of impressive new models being launched in Australia this
year, from diesel models to high performance vehicles, and the one theme which
unites them all is Vorsprung. Whether they represent ultimate
performance, the latest technology or superior design, each of our vehicles is
built with leadership in mind,” Mr Hofmann said.
“The launch of this new creative campaign simply highlights that we’re always
looking ahead for new ways of thinking,” Hofmann added.
The Vorsprung campaign will appear nationally in newspapers and
leading magazines.
|
