Audi Australia launches new integrated campaign Sunday for the A1 Sportback via Rapp Sydney
Audi Australia, via Rapp Sydney, is launching a major national marketing campaign this Sunday for its new five-door A1 Sportback via TV, print, online and social media channels.
Prompted by the success of the recently launched three-door model – which has already overtaken Mini as the leader in the compact luxury category, the new campaign sees Audi focus on a slightly younger target market.
Alongside national TV, cinema and print executions, the campaign includes online advertising, with a category-exclusive sponsorship of the popular and fast-growing Spotify music streaming service.
Audi’s inituitive Bluetooth streaming allows drivers to connect their telephone to the car’s radio to play music, making a partnership with Spotify the ideal way to select and play the perfect driving tracks.
Says Janet Markus, Audi’s general manager of marketing: “This campaign perfectly mirrors the combination of innovation and sophistication that is the Audi brand while targeting a new audience for us. The A1 is Audi’s most-accessible model, and the new Sportback (five-door) model adds versatility to the already-popular compact A1. This car is proof that luxury does come in small packages and that Audi’s DNA runs through our entire range.
“Audi doesn’t rest on its laurels and not only does the new model reflect that, so too does our approach.”
Since 2004, Audi has enjoyed year-on-year of growth in Australia due to a combination of new products, clear investment in its national dealer network, integrated marketing campaigns and a focus on building a sustainable growth strategy in Australia.
The campaign will run for three months.
2 Comments
was that commercial an adapt from and overseas agency? hardly newsworthy
yep, another adapt, just like every other audi tvc run in oz.
looking forward to what rapp does with the rest of the audi campaign.
like their last car launch, nothing worth while i presume.