Audi launches first ever locally produced brand campaign ‘Australia. Land of quattro’ via Holler
This 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.
With 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.
In 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
28 Comments
Hoooooooooooly crap, that’s awful.
Come on, Audi’s are great cars! What were you thinking?
And what’s with that voiceover?
And who are ‘They’?
Dog sauce.
Sounds like a Bundy rum commercial guys. Terrible choice of VO.
sounds like it could have been a good idea, but the the end result…? It just looks just like a standard car ad… nothing special. The technology hasn’t really elevated the idea at all.
So it’s a GoPro inspired commerical for Audi… https://www.youtube.com/watch?v=A3PDXmYoF5U
Hahahaha “direct our next TV ad”
This industry is OVER!!
Utter and complete garbage.
Yet another ‘digital agency’ producing material that only their mothers could love.
When will these morons learn that creating advertising is best left to professionals?
Echoing all the sentiments here – what happens when a digital agency does advertising… badly.
Poor Audi – bet that cost a fortune too!
That’s funny, because apparently Taiwan is also Land of Quattro.
http://www.youtube.com/watch?v=MaXiQ-6ZI80
That really missed the mark. Poorly crafted.
Germany.
So I can sit on my couch like the digital propellor head I am, make my own Audi TVC and pretend I’ve got the money to buy one.
Then go pick up my pizza in my Kia.
So the TV wants us to get outdoors, but then the web wants us to get in front of our computer and piece together an ad…?
the ad is no better or worse than all the others out recently (apart form the camry)
people beating on it because they never got to make it.
however, perhaps im not the target audience – but i went on the site with the editing function using the flying cams…
cool idea in principle, but had no idea how to work the thing at all….and i tried a few times
Ha. Judging by the IP address of these comments there seems to be a lot of butt-hurt coming from Mountain St.
Razor – sweeping statement I think. While this work isn’t great lot of these “Morons” are more valuae and insightful then your statement gives credit. Oh and btw the only way this will be viewed in the future is on a digitally enabled network.
Am I missing something? This isn’t anywhere near as bad as these comments make it out to be.
Its a Montage.
So someone who IS NOT the target market (pretty sure anyone affording an 80-100k car doesn’t have time to engage long enough with a complex editing tool) will edit a TVC using some footage which is pretty standard in order to make a TVC that will air FOR THE REAL TARGET MARKET.
Fantastic use of TV media buy. Media agency will be happy about that.
to answer the end line –
I’d be more than happy to direct your next commercial
signed, all Aussie Directors
you need us.
…and a composer
@huh? You’re right, it’s pretty much as ok as the global TVC’s. if you search google they all follow the same template. It’s probably taking a beating because of the following reasons; the ATL agency missed out on doing the work.
The ATL has been put out to pitch. Which would rub a few people the wrong way. Those on the pitch roster probably want to do all future tv – which is probably likely, and it has a montage.
The perfect storm for revenge posting. Looking at the global tvc’s I doubt the digital agency had much wriggle room to change up the format (except that montage: No and no again), and it’s a perfectly ok ad for a car – the digital concept is far far superior.
Welcome to the snarky world of TV holler, we hope you don’t stay too long.
I think it’s a really nice idea! The instructions were a little tricky to understand but i got to grips with it quick enough. I like Audi and if they are gonna put something i’ve created on TV that’s great! A novel idea where consumers can get involved and win stuff – what’s bad about that!?
Rumour has it that Holler has convinced Audi to allow them to build a second ‘microsite’ where potential customers can build their own Audi Quattro as well as direct the commercials.
The thinking at the agency is clearly that if they can get rid of the creative people who have been responsible for the dynamic commercials that have done such a tremendous job of branding Audi in the past, then why not eliminate the engineers and designers who build the damn thing as well.
If the ‘digital’ agency have it their way, Audi won’t actually create cars any more at all, just virtual experiences that will make you feel as if you’re driving.
Imagine the savings on labor, split 50-50 between the the corporate execs and the agency. Now that’s innovation.
Personally, I’d like to see the Audi MD and some of the geniuses at the agency try and crowd source their prostate operation, maybe they could get the crowd to build their offices as well. I mean who needs a structural engineer really, or a medical degree.
Just ‘source’ it off the net right?
Professionalism and real creative talent is so 2012 anyway.
‘Infinitely remixable’ – more like moving the deckchairs on the titantic with this garbage. What were they thinking?
Makes me wanna holler.
And not in a good way.
Ad people be mad: “BUT WHAT ABOUT OUR JAAAAAARBS…”
Audi’s Quattro technology is unmatched by any other car maker. Simply brilliant!!
What is the song in that ad?