Audi challenges rivals with 'uncluttered' ad claim

By Alex Brownsell, marketingmagazine.co.uk, Thursday, 23 August 2012 08:42AM

Audi is rolling out an ad campaign to promote its A3 sedan model as "uncluttered" when compared with rivals such as BMW's 1 Series.

Audi: A3 ad campaign by BBH

Audi: A3 ad campaign by BBH

The Volkswagen-owned marque will launch a series of "cryptic" outdoor ads by BBH, which include lines such as, "You don't need everything to have everything" and "Now with less", alongside an outline of the A3.

In subsequent ads, the vehicle is revealed, along with messages such as, "We've cut fuel consumption yet added power" and "Good design isn't just what you add, it's what you take away".

The teaser stage of the campaign launches on 1 September, with reveal ads set to roll out on 15 September, along with print and digital executions. Media planning and buying is being handled by MediaCom.

Dominic Chambers, head of marketing at Audi, said: "Other cars in the premium compact sector are overwrought with cluttered technologies and styling.

"By paring the design back and starting with a blank sheet of paper, Audi has designed an elegant new model with improved fuel consumption, extra space and a sleek user interface.

"The new A3 will redefine its sector, and this campaign allows us to convey that message in a similarly clear succinct manner."

In April, Audi unveiled a global TV and cinema ad outlining its brand manifesto, based around its "Vorsprung Durch Technik" strapline.

This article was first published on marketingmagazine.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
  • Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
  • Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
  • Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
  • Campaign Marketing Manager Source £35000 - £40000 per annum, London