DIRECT NEWS: Limbo mail shot launches new Audi

Limbo is launching Audi’s latest estate vehicle, the A6 Avant, with a below-the-line campaign.

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

first’.



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

board.



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

customer.



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

constant.’



Steve Stretton, the creative director of Limbo, said: ’It’s a great

strategy with great creative. It’s different from anything we’ve done

before.’



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