Audi partners with Daft Punk to launch the A3 Sportback during Vivid Sydney via RAPP Sydney
Audi Australia Pty Ltd will launch a major new campaign in support of its all-new A3 Sportback – the most strategically important model launch this year, covering traditional media, an innovative association with VIVID Sydney and an experiential execution.
The ad campaign includes national TV, cinema, lift ‘wraps’, radio, OOH, print and digital executions, while artistic interpretations of the A3 will be projected onto the back of the historic George Street warehouses (opposite the Overseas Passenger Terminal) during VIVID and will be visible to people walking between Camp Cove to the Museum of Contemporary Arts at The Rocks.
For the TVC, the company partnered with well-known French electronic band, Daft Punk to use the track Harder, better, faster, stronger (Discovery: 2001), an upbeat track that perfectly highlights the benefits of Audi’s third generation A3 Sportback.
The campaign pays particular attention to the quality of the interior and exterior of the new model, and to surround target audiences with the contemporary features of the A3, a 3D version of the TVC was created for cinema placements. Also on the topic of ‘surrounding’ potential customers comes the innovative elevator wraps which feature imagery of the vehicle on the exterior doors and then envelops ‘passengers’ into the car’s interior when they step inside the lift.
Highlighting Audi’s major involvement in the arts, the A3 will be featured as part of Audi’s sponsorship of the Sydney Film Festival. An A3 Sportback will be on display in Martin Place for the festival duration, with the idea that the A3 will have the ‘Best Seats in the House’ in front of the large screen set up.
The screen will play SFF film trailers with popcorn to giveaway and a competition will be held to win tickets for two to attend the London Film Festival.
Says Kevin Goult, Audi general manager marketing: “The locally developed headline ‘Ahead of its class’ is a confident statement on the positioning of both the Audi A3, paying homage to our launch and continued development of the premium compact segment, and also to the Audi brand ethos – Vorsprung durch Technik.
“This campaign also sees us making the most of the largest out-of-home buy the company has ever purchased, with eye-catching billboards and clever media placements like our elevator wraps and consecutive street panels that allow us to promote the high level of quality on both the car’s exterior and interior, and standard features like leather upholstery, automatic climate control and multi media interface with touchpad, a full colour slimline pop-up screen and integrated radio.”
Creative agency: RAPP Sydney
Digital creative agency: Holler Sydney
Media agency: Mediacom Sydney
5 Comments
Diggin it.
#Awesome.
Credits?
Tvc Made overseas, lift doors courtesy of Rapp.
A 12 year old (albeit superb) track on a telly ad probably doesn’t constitute a ‘partnering’.