Audi, the car manufacturer, is claiming a media first with the
appearance of an aluminium poster to advertise its A2 model.
MediaCom, Bartle Bogle Hegarty and JCDecaux, the outdoor specialist,
have co-operated on the assignment, which underscores the fact that the
Audi A2 is the world's first mass-produced aluminium car.
The campaign, breaking nationally this week, uses 96-sheet posters made
entirely of recyclable aluminium and features the car together with the
line: 'Lighter on metal, lighter on fuel. The new aluminium A2.'
The advertising was inspired by the car's aluminium body, which,
according to Audi, makes it more economical and environmentally friendly
than its rivals.
Alex Conaway, the Audi account director at BBH, claimed that the
campaign was 'as innovative as the product itself'.
David McEvoy, JCDecaux's marketing director, said the three-way
co-operative effort had resulted in advertising enabling the medium to
be fitted to the brief exactly.
Rawdon Glover, Audi's UK head of marketing, said: 'Our agencies have
developed a creative media solution which manages to clearly demonstrate
one of the key product attributes of the Audi A2 in a truly innovative
The media schedule includes a London poster site claimed to be the
largest in the UK, which will feature an ad 54 times the size of a
The poster advertising is being supported by postcards being distributed
in bars and restaurants to reinforce the A2's stylish and contemporary
Karen Blackett, a board director at MediaCom, stated: 'The campaign
clearly demonstrates how all parties worked together to deliver the best
communications solution for Audi.'