Ian Hayworth looks at the launch of the Audi A8, an aluminium car which
has taken 12 years to produce
When a car is sold as the best in the world, your mind conjures up
images of exotic sports models. The reality is a car built by Audi, more
strong and safe than exciting, and made from aluminium. Kids crush Coke
cans in their hands, so I was intrigued.
The inspired press ad that hooked me features a moon buggy and the
headline: ‘Aluminium cars have come a long way since the space age’. The
ad tells me that the only thing the space buggy and the A8 have in
common is an aluminium frame and a costly price tag. It doesn’t show the
A quick phone call and I wait for the Royal Mail to do its stuff. With
my feet on the cat, and a cup of tea, I find out why Audi took 12 years
to build the A8.
The mailing fulfills what the ad promised. The look, the touch and feel
of the piece raises expectation. The brochure comes in an aluminium slip
case. It gives the feeling of craftsmanship.
The brochure is simply, classically designed. It says Audi is proud of
what it is about to tell you and it is treating you with respect. It
takes you through the joy and pain of the development of the A8.
The brochure educates the reader as to how Audi broke that vicious
circle of the safer the car, the heavier it needs to be, the more fuel
it will burn.
This campaign worked for me. First a wonderful tease, then total
satisfaction. The only trouble is, I don’t have a spare pounds 50,000.
If I did, would I buy an aluminium car or get more value for money and
buy 200,000 cans of Coke?
Ian Hayworth, still mad about cars at 36, is the creative director of
Option One Press by Bartle Bogle Hegarty: Russell Ramsey, art director,
John O’Keefe, copywriter
Mail by Limbo: Stephen Stretton, art director and Carole Lowe,