Audi is set to launch its first ever made-in-Australia ad campaign this month, running the theme ‘Australia. Land of quattro.’
The $3 million campaign, which focuses on the suitability of Audi’s four-wheel-drive technology for Australia, is designed to assist the German marque in its goal of becoming Australia’s top-selling premium car maker by 2020. As a sign of confidence in its quattro technology, Audi has launched localised versions of the same campaign all around the world.
Audi is currently hosting a ‘land of quattro’ microsite, on which it has placed an existing television commercial. Also on the site are millions of additional clips featuring the Audi Q5 and Australian landscape. Consumers are invited to “remix” the current commercial by piecing together their own version using the available clips. Up to 85 per cent of the ad can be edited into any one of 1.2 billion possible 60-second permutations.
Audi says it shot the Q5 using remote-controlled helicopters and car-mounted GoPros from “every conceivable angle” and in a wide range of environments, meaning entrants can produce an ad that reflects the way they use their car.
The winning creation – to be judged by Audi Australia managing director Andrew Doyle, actor Richard Roxburgh andCEO of advertising firm Holler, Mike Hill – will be broadcast on national TV and social media channels from September 29.
Australia is Audi’s 18th largest market in the world, and local sales of the marque have risen by 17.3 per cent compared with the first six months of last year, ahead of worldwide growth of 6.4 per cent. June was a record month locally, with 1505 cars sold. Sales of the brand’s high-performance RS models have also increased more than 100 per cent so far this year.
It is hoped the innovative ad campaign, along with a growing dealership network and burgeoning product line, will go a long way towards changing this dynamic.