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Audi portfolio

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by

Marjaana Salonen

on 18 December 2013

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Transcript of Audi portfolio

TELEVISION ADVERTISING
"The Station" - 60 second TV spot
OTHER VIDEO MATERIAL
Seasonal greetings - Halloween
&
Christmas
VIRAL MARKETING
Meet the Beckers
INTERACTIVE ADVERTISING
Cannes 2013
INTERACTIVE ADVERTISING
Super Bowl 2013
PRINT ADVERTISING
"Jealousy"
RADIO ADVERTISING
"Radio Hug"
Thank you for your interest!
EXPERIENTIAL MARKETING
Driving experience
SOCIAL MEDIA
Facebook, YouTube, Twitter..
EVENTS
Sport sponsorships
SALES PROMOTION
Specials and offers
AUDI
Marketing communication
Portfolio
by Marjaana Salonen
One of the newest TV commercials from Audi introduces the new line of clean diesel models.
By using a dramatic yet humorous style, the TV spot is enjoyable to watch. The promotion of new technological advancement is clear and well delivered.
"Future"
"Range"
&
Two short 15 second TV spots
of the same diesel "series"
complimenting the longer video.
Yearly Audi sends holiday greetings to their fans and customers. Rather than straight-out advertising their products, they're taking care of relationships.
Note!
The Christmas video is poking fun at Audi's biggest competitors Mercedes Benz and BMW.
This can be a risky business, but is sure to cause buzz.
http://www.behance.net/gallery/Radio-Audi-Radio-Hug/11798623
A short 30 second radio advertisement promoting Audi's inspection and roadside assistance services, with a humorous touch.
"If you're driving an out-of-warranty vehicle that isn't an Audi.. well, we're really sorry. All we can offer you is a big, warm and possibly awkward
radio hug
."
Note!
The Audi heartbeat jingle and German slogan "Vorsprung durch Technik"
= "Truth in Engineering"
Click forward to zoom in
A simple print ad introducing
the new Audi A7 sportback.

Another advertisement that
relies on the power of humor
and confidence combined with a
slick and minimalistic look.
More info at
Audi created three different
advertisement videos for the
Super Bowl and let their fans
choose the best; each had an
different ending
http://www.audiusanews.com/pressrelease/3329/99/countdown-begins-starting-midnight-tonight-vote-how-audi%E2%80%99s
Screenshot Ad
http://www.touchalize.com/interactive-video-at-cannes-2013/
"Through using digital video Audi immersed
their customers into the campaign by
challenging them to capture the Audi when it
drove through the digital magazine advert
by simultaneously touching two call to action
buttons."
Quoted from
Click forward to zoom in
Episodic series of videos poking fun at Audi's competitors.
Created some buzz among viewers due to its cheeky humor and stereotyping. No clear info whether it was a success or not.
Art of the Heist
A fake car heist set up by Audi combined all
advertising platforms in a campaign to
find the stolen vehicle. A clever way to
engage consumers with your product
without them realizing that it's all
advertising.
http://viralconversations.com/viral-marketing/audi-viral-marketing/
Source
( http://www.audiusa.com/myaudi/offers-programs )
Audi itself doesn't do much sales promotion, because most of it
is done on the dealership level rather than higher up.
Most of the sales promotion services Audi offers are related to
payment and extra services to current customers.
Nowadays it's hard to find a company that ISN'T present on
these major social media platforms; Audi is no exception.
On
Facebook
, Audi is present in numerous languages for
several countries around the world.
YouTube
is full of Audi's video material; most fans are subscribed to their German channel.
Audi has high visibility at several sport events around the globe due to a long-lasting partnerships, including..
Football
Golf
Winter sports
Sailing
Taking good care of your current customers while being cheeky to others? Fun!
Promotes interaction between
the company and fans.
Engaging potential customers in a
brand new way to promote their
products.
Audi offers many driving experience packages
for potential or current customers. They get to
feel the strength of a brand new Audi in their
control.
Test drives are also available.
A chance to trash a new car? Why not!
Full transcript