Audi challenges rivals with 'uncluttered' ad claim
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.
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
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Senior Account Manager Adam Recruitment £27000 - £35000 Per Annum plus benefits, Manchester
- Account Director - Direct Marketing/Shopper/CRM Stopgap £50000 - £55000 per annum, London
- Exciting Digital Project Management Vacancy Zebra People £40000 - £50000 per annum + additional benefits, City of London
- Studio/Production Manager - late shift Network Career Consultants £35000 - £40000 per annum, London
- OgilvyOne loses BA business
- Majority of 15m Twitter users in the UK follow a newspaper
- Iris and Cheil big winners at MAA Best Awards
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- Twitter attracts more ads, but rates tumble 67%
- Greenpeace protests outside Saatchi & Saatchi London office