Audi is desperate to appeal to young individuals with its new 2015 A3 sedan. It’;s planning launch parties about the country to current the new model to these younger purchasers, and its newest tactic is a series of videos starring celebrities the business considers trailblazers to additional captivate youthful buyers.
The promoting campaign begins with a spot titled Dues starring comedian Ricky Gervais, chef David Chang, photograph journalist Lynsey Addario, comedian Kristen Schaal, boxer Claressa Shields, artist collective Cyrcle, and church choir Voices of Destiny. It’;s being followed up with 7, minute-lengthy online documentaries referred to as Uncompromised Portraits about the folks featured in the new ad. Audi believes that they are all trailblazers who have forged their very own way, and it is all supposed to match with the A3’;s slogan of “Stay Uncompromised.”
Dues will perform for the duration of the NCAA March Madness tournament. Audi is also running 2, thirty-2nd commercials for the duration of the video games to highlight the sedan’;s engineering and 2, 15-second advertisements to promote its Quattro all-wheel-drive system.
The brand is convinced that telling buyers that its A3 is meant for iconoclasts is going to draw a new kind of customer. Nonetheless, it would seem like really nonconformist individuals would not let the marketing and advertising influence their selection. Scroll down to observe Dues and all 6 Uncompromised Portraits videos, plus read the press release.
• Campaign kicks off with a 60-2nd television industrial known as “Dues”
• Television spots characteristic the “Keep Uncompromised” A3 theme unveiled in the course of Super Bowl
• 2015 Audi A3 hits U.S. showrooms in April
Audi right now debuts a new marketing campaign for the all-new 2015 Audi A3 sedan. The campaign kicks off with a 60-2nd television commercial called “Dues” starring comedian Ricky Gervais, celebrity chef David Chang, internationally-acclaimed photojournalist Lynsey Addario, comedian Kristen Schaal, gold medal winning boxer Claressa Shields, street artists Cyrcle, and inner city church choir Voices of Destiny.
“Constructing off the ‘Stay Uncompromised’; theme that debuted for the duration of the Super Bowl, the new campaign for the Audi A3 celebrates fearless individuals who refuse to compromise: whether or not they’;re entertainers, athletes or Audi engineers,” mentioned Loren Angelo, Director of Advertising and marketing, Audi of America.
The cinematic spot “Dues” functions every single character reciting lines from “We Are the Champions” by Queen. As it builds to the chorus, the spot turns into a rallying cry for the “uncompromised” nature of these trailblazers who refuse to lower corners and never ever settle – the inspiration behind the Audi A3. As a complement to the campaign, each and every “Dues” character is profiled in an on the web video series called “Uncompromised Portraits” on Audi’;s YouTube channel. “Dues” will run all through the NCAA March Madness tournament.
The campaign also attributes 2 thirty-2nd Tv spots that highlight technology prominent inside the new A3. The Audi A3 loved ones breaks the boundaries and raises the bar as to what is expected out of entry-degree luxury automobiles. The A3 marks the 1st time that an A-segment car will provide MMI® engineering, Audi drive pick, 4G LTE connectivity and Bang & Olufsen® audio.
The comical 30-2nd spot “Names” attributes Ricky Gervais in the Audi A3 with a little one in the backseat reading through aloud Twitter updates. The spot highlights the 4G LTE connectivity in the motor vehicle, which turns the A3 into a WiFi hotspot. An additional thirty-second spot named “Touch” features celebrity chef and Momofuku Restaurant Group founder David Chang as he makes use of the leading-edge MMI® touchpad with handwriting technologies to quickly uncover a make contact with and make a cellphone get in touch with. In the Audi A3, the modern touchpad is integrated directly into the rotary MMI handle wheel for an intuitive and basic consumer knowledge.
2 extra 15-2nd spots will highlight the brand’;s dominance with quattro® all-wheel drive engineering known as “Hugs Corners,” and “Signature,” that emphasizes the elegance and intuitiveness of MMI Touch.
“The launch of the all-new Audi A3 is a pivotal moment for the brand in the U.S. marketplace,” extra Angelo. “An entry-level sedan, the A3 isn’;t going to sacrifice layout, technological innovation or performance. The uncompromised nature of the A3 targets initial time luxury buyers and allows Audi to go after new audiences.”
High profile media will run across conventional television as effectively as total episode players during the NCAA March Madness tournament, with one particular 30-second unit in each and every game on national channels CBS, TNT, TBS, and truTV. The spots will also run on nationwide cable ne2rks like FX, ESPN, ABC Loved ones, TBS, AMC, USA Ne2rk, HGTV and TNT. OOH placements will incorporate higher-site visitors regions like the Lincoln Tunnel. A social campaign focusing on A3 audiences and influencers will launch in April.
In addition to Television, the campaign features efforts geared towards a younger generation of first time luxury consumers, with factors developed to reach 2nd display viewing routines via interactive social Tv and digital/mobile methods. For dealers, a full marketing toolbox will include out-of-house, print, radio, digital banners, social media and world wide web assets, dealership projection lighting, level of sale banners and CRM e-mail templates.
The all-new Audi A3 lineup commences with the A3 sedan, which goes on sale in the spring of 2014. The A3 sedan plays a pivotal role in the soon to be expanding Audi A3 household and will be priced from a base MSRP of $ 29,900. It will be joined later in the fall of 2014 by the Audi A3 Cabriolet, A3 TDI clean diesel sedan, the higher-functionality S3 sedan and in early 2015, the A3 Sportback e-tron® gasoline electric plug-in hybrid (PHEV).
The commercials had been designed by San Francisco-primarily based Venables Bell & Partners.
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