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Industry Cars
Media Direct marketing
Market Germany
Agency maxIIGyro:HSR
Released April 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: AUDI
Product/Service: R8 5.2 FSI QUATTRO
Agency: maxIIGyro:HSR
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: maxIIGyro:HSR, Munich, GERMANY
Head of Advertising: Michael Finke (AUDI AG)
Advertising Manager Marketing Communication: Rainer Denninger (AUDI AG)
Executive Creative Director: Holger Kalvelage (maxIIGyro:HSR)
Account Director: Veronika Kalteis (maxIIGyro:HSR)
Account Management: Christina Preuß (maxIIGyro:HSR)
Group Head Art: Birgit Nadler (maxIIGyro:HSR)
Art Director: Stefanie Seitz (maxIIGyro:HSR)
Art Director: Laura Lechner (maxIIGyro:HSR)
Client Services Director: Claudia Leischner (maxIIGyro:HSR)
Copy Text: Uta Tescari (maxIIGyro:HSR)
Copy Text: Michael Ellerbrok (maxIIGyro:HSR)
Media placement: Launch-Mailing - worldwide - 01.04.2009

Describe the brief/objective of the direct campaign.
The Audi R8 5.2 FSI Quattro is a role model of a roadster. Its dynamic sportiness and the powerful presence capture all senses. The launch mailing should not only communicate the uniqueness of the vehicle, but rather stage it so as to increase the brand awareness in consequence. How do bring the feeling of the R8 5.2 FSI Quattro to life appropriately?

Explain why the creative execution was relevant to the product or service.
First the high-gloss red painted box stirs every sports car enthusiast’s blood. And the enclosed brochure continues to raise the pulse: The innovative creation of interconnected pages of red transparencies as well as the close-up beauty shots deliver a perfect staging for this automotive benchmark. Every page bares a new and exciting insight, further emotional charged by red overlays. 'Vorsprung durch Technik' - this Claim has never been staged more emotionally.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Red – the colour of passion and the synonym of real sportiness. The Audi R8 5.2 FSI Quattro represents both attributes in its purity. The wide format of the mailing reflects the value of the Audi R8 5.2 FSI within the Audi range. And it brings the idea of the super roadster to life: Maximum Audi. The goal to be achieved: trigger a maximum desire for the Audi R8 5.2 FSI Quattro and respond in consequence.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The – very small – target group´s desire for prestige, design and sportiness is extraordinary and a great challenge to be satisfied. The Audi R8 5.2 FSI is now the centre of a widespread attention: 4 countries, a circulation of 60.000, response quote of 9% and a countless number of requests for appointments with the local dealer. The launch mailing was consequently honoured with a spot at the “Jahrbuch der Werbung 2010” (Yearbook of Advertisement 2010, Germany).