Audi launches first ever locally produced brand campaign ‘Australia. Land of quattro’ via Holler


LOQCB1.jpgThis month, Audi Australia Pty Ltd is set to launch the first ever locally-produced brand campaign, ‘Australia. Land of quattro’ to generate awareness of Audi’s leading all-wheel drive technology and it’s suitability for the Australian landscape and lifestyle via Holler.

Part of an overall global brand message about Audi’s leading all-wheel drive technology, the new Australian campaign is an industry first which places Australia at the very heart of the concept and execution, and gives consumers the chance to become the director of the next Audi commercial.

Using the custom-built ‘Land of quattro’ microsite, interested Australians will be invited to design and direct their own TVC from millions of footage options available. With around 1.2 billion possible combinations, no two TVCs will be the same. The winning ad will be broadcast on national prime time television, along with social media channels on 29 September 2013.

LOQCB2.jpgWith footage of the Audi Q5 ‘hero’ shot from every conceivable angle, the campaign leverages state-of-the-art aerial tracking technology and car mounted GoPros. The consumer will cycle between cameras across multiple locations that epitomize the Australian landscape. They can select vehicle footage down to the second and slice in footage across a range of everyday Australian activities to reflect how they live their lives.

With the TVC and digital execution created by digital creative agency Holler, this is a campaign created in Australia for Australians, with every image and piece of footage secured right here on our doorstep.


Audi Australia’s general manager, marketing, Kevin Goult, said the campaign delivers an interactive experience that gives Australians the chance to define what ‘Land of quattro’ means to them.


Says Goult: “This is an Australian campaign, for the Australian lifestyle and demonstrates that quattro is synonymous with the land and the lifestyles Australians lead. We’ve designed it to build emotion and establish a strong brand connection.”

Says James Theophane, creative director of Holler: “We wanted to create a campaign infinitely remix-able from the comfort of the couch. Thinking ‘interaction-out’ we had to reinvent the way we shot the commercial, hacking quadcopters to track vehicles and shoot multiple-angle footage more akin to a live sporting event, and yet end with the quality of a traditional advertisement.”

The campaign launches this Sunday 28 July. The TVC competition runs until 9 September 2013. National billboard advertising will be tailored for each location, and online advertising will also feature heavily as part of the campaign. A National Geographic sponsorship will highlight the company’s connection with Australia.

land of quattro outdoor 2.jpgIn addition, Sydney and Melbourne will play host to a major experiential activity, ‘Australia. Land of quattro: LIVE’ which will see special guests driving indoors on a custom-built track offering numerous terrains to experience and generate awareness about the brand’s leading quattro technology. The activity will be re-created on Hamilton Island during Audi Hamilton Island Race Week in late August.

In the lead-up to the final TVC screening on 29 September 2013, Audi will also select its ‘Pick of the  week’ to be posted on the brand’s Facebook page.

The company’s brand Ambassadors will also be encouraged to direct their own ‘Land of quattro’ TVC so look out for the likes of Naomi Watts, Richard Roxburgh, Asher Keddie, Matthew Burke and artist, Shaun Gladwell’s custom-made commercials.

The Judging Panel for the TVC will include Audi’s managing director, Andrew Doyle, ambassador, Richard Roxburgh, and Mike Hill, CEO of Holler who will choose the winning 60-second commercial. The winner’s name will be displayed as director when the TVC goes to air on Sunday 29 September 2012.

The ultimate prize doesn’t end there however, also including the opportunity to travel to the home of Audi quattro and take part in the Audi ice experience in the Austrian Alps, along with a tour of the brand’s HQ in Ingolstadt, Germany.

Lead creative and digital agency – Holler

Production House – Aloha

Media agency – MediaCom

OOH and print – RAPP

Experiential – PLAY Communications