IPA Effectiveness Awards 2008: Silver Award - Audi


This paper explains how Audi went from being the understated alternative to Mercedes and BMW, to the fastest-growing prestige car brand of the last eight years. In 1999, against ambitious growth targets, the communications strategy was overhauled to position Audi as the leader in the prestige sector. 'Vorsprung durch Technik' - the relentless desire to challenge and evolve - became the focus of the campaign. It made icons of Audi's leading models, emphasised the product credentials in design, performance and engineering, and also launched the Audi TV Channel as a one-stop shop for all things Audi. This generated an incremental 50,000 car sales and payback of £7.50 for every £1 spent.


This was a competent case that used clever and innovative media channels including creating their own Audi TV channel that was advertised as a product in its own right. A great campaign that showed consistent bravery over time, stuck consistently to one idea and executed it powerfully.

- Jeremy Davies, director of brand and communications, E.ON

Title: Firing up the Quattro: How Audi accelerated into the 21st Century
Client: Audi UK
Entrant: Bartle Bogle Hegarty
Authors: Ed Booty, Adam Knight, Dan Hauck, Rachel Hatton, BBH
Media used: TV, national and regional newspapers, magazines, radio, out
of home, cinema, internet, interactive, SMS, DM


The 'Vorsprung durch Technik' campaign produced incremental car sales of 50,000 and generated payback of £7.50 for every £1 spent.


Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content