Limbo is launching Audi’s latest estate vehicle, the A6 Avant, with
a below-the-line campaign.
It kicks off with a direct mail shot sent to existing Audi customers,
continuing Limbo and Audi’s policy of ’talking to our own family
Direct response commercials in the national press and specialist car
publications will follow while, in tandem, point-of-sale boards go up in
the dealer showrooms. A TV ad by Bartle Bogle Hegarty, Limbo’s parent
shop, will launch after a few months of below-the-line activity.
The campaign revolves around the concept of ’space’, based on the
principle that the A6 Avant is more spacious than most other estate cars
on the market, and that the technology is as ’space-age’ as its saloon
stablemate, the A6.
The mailer comes in a futuristic silver Jiffy bag covered with bubbles,
containing an A4 folder that opens out to reveal a huge poster of the
car, shot in what looks like outer space but is actually, on closer
inspection, an ordinary road.
The five-foot-tall dealer posters use the same image, printed on mirror
The press ads, which will run in the nationals, use the same picture of
the car, but have been booked in small spaces to engage the
The two executions have different headlines - the first reads ’space
craft’ while the second, ’space travellers wanted’, is a call for
readers to book a test drive.
The copy on the first reads: ’Never, in the history of estate cars, have
so many technological advancements come with such a generous amount of
space,’ and continues with the line: ’Must be willing to sit comfortably
in spacious, beautifully finished surroundings. Risk of admiring glances
Steve Stretton, the creative director of Limbo, said: ’It’s a great
strategy with great creative. It’s different from anything we’ve done