Cannes Lions

AUDI A8

MEDIACOM , London / AUDI / 2004

Presentation Image

Overview

Entries

Credits

Overview

Execution

Engaging: we placed A8's on champagne glasses and nails to highlight the aluminium chassis and run flat tyres. These were placed in major airports and mainline stations. Impact: we planned the UK’s largest building wrap campaign. Exciting: we developed print executions using different paper GSM's to highlight the '40% lighter yet 60% stronger' aluminium chassis. Prestigious: we reformatted the FT's 'How to spend it' with the A8 gatefold surrounded by the 'Eclectables' and 'Technopolis' sections.

Outcome

The A8 is now taking its rightful place alongside Mercedes and BMW in Consumer Tracking Studies and model sales have exceeded expectations. Client’s view: 'The A8 campaign had a major impact on both the Audi network and consumers.......what's more...I've learned that BMW are concerned with the nature of Audi's new marketing approach.'

Similar Campaigns

12 items

The Perfect Cast For Autonomous Driving

AIMAQ VON LOBENSTEIN/SAINT ELMO'S, Berlin

The Perfect Cast For Autonomous Driving

2017, AUDI

(opens in a new tab)