Agency: BBH
Client: Audi UK
Audi UK has launched its stunning RS 6 Avant with a major £4 million multi-platform campaign designed to showcase both the car and Audi as a performance brand.
The Audi RS 6 has been optimised in order to extract maximum performance, inspiringthe campaign strapline 'Performance from every part'.
The cinema and television campaign, shot in Budapest, was directed by the LA-based music video and commercials director Paul Hunter.
In the ad, the RS6 is represented by a powerful performance by world class gymnasts. Operating with dynamic power and split-second precision, the troupe of gymnasts dramatise the performance of the RS 6’s internal workings.
For example, wheels turning are created by gymnasts spinning in silver hoops in unison
Hunter's film will be augmented with press advertisements and a dedicated online microsite (audi.co.uk/RS6) which will offer a dynamic mixture of stills, video and a 360° CAD tour.
"The RS 6 encapsulates everything Audi stands for," explains Peter Duffy, Head of Marketing for Audi UK. "Every single part of the car has been designed with top-level performance in mind, and that attitude to design serves to highlight Audi's ‘Vorsprung durch Technik’ philosophy: advancement through technology."
While the campaign has been optimised for Audi's core upmarket audience, it has also been designed to increase awareness of Audi as a leading performance brand in the premium car market.
Cinema activity will encompass not only art-house venues, but also the more prestige elements of the Cineworld and Odeon multiplex chains. Similarly while print will focus on the usual premium publications, there will also be extensive coverage of the upmarket C-segment audience.
The new campaign has been bought together with Audi UK’s core agencies: BBH (advertising), GT (digital) and Mediacom (media buyers).