Audi Australia has launched an exhilarating multi-channel marketing campaign via The Monkeys, part of Accenture Interactive, to herald the arrival of the largest high-performance vehicle line-up in the brand’s history.
The campaign draws on Audi’s legendary motorsport heritage, and is centred around a simple truth: every contemporary Audi R and RS model is part of a family. But not just any family, a family of all-conquering race cars that has dominated racetracks all around the world, for generations.
Says Nikki Warburton, chief customer and marketing officer at Audi Australia: “Audi has a long history of brave innovation, and throughout our history, many of our greatest achievements have been earned in the crucible of motorsport – on acclaimed racetracks all around the world.
“The lessons learned on the track translate to the road, in the technology inside our high-performance R and RS vehicles. These incredible cars shine a halo over the entire Audi range, and with our ‘Raised by Racecars’ campaign, we are telling the amazing story behind our sports car credentials. It’s an exciting opportunity to get Aussie pulses racing as we launch the largest high-performance line-up we’ve ever had.”
Says Scott Nowell, co-founder and group chief creative officer, The Monkeys: “‘Raised by Racecars’ perfectly captures the motorsport DNA in every Audi RS, and it’s a platform we’re excited to build on.”
The integrated multi-channel campaign is currently in market across broadcast television, out-of-home advertising and also in digital formats.
The new Audi R and RS high-performance range has been available in showrooms, and for online purchase, since July 24th.
The range includes:
– RS Q3
– RS Q3 Sportback
– RS 4 Avant
– RS 5 Coupe
– RS 6 Avant
– RS 7 Sportback
– RS Q8
– TT RS Coupe
– R8 Coupé
– R8 Spyder
Full details on all the models are available at:
Chief Customer and Marketing Officer – Nikki Warburton
Senior Brand Marketing Manager – Andrew Younis
Marketing Communications Manager – Kit Bashford
Senior Marketing Executive – Evangelia Kirpichnikov
Creative Agency: The Monkeys, part of Accenture Interactive
Co-founder & Group Chief Creative Officer: Scott Nowell
Creative Director: Scott Dettrick
Senior Copywriter: Dennis Koutoulogenis
Senior Art Director: Jake Rusznyak
Head of Production: Penny Brown
Senior TV Producer: Kaija Wall
Managing Director: Matthew Michael
Group Account Director: Shannon Duhig
Senior Content Manager: Ruth Peck
Business Strategy Director: Kit Landsdell
Supporting Agency: Adam Johnson Design
Creative Director: Adam Johnson