AUDI. digital brand pitch.
I’m familiar with working on successful digital pitches. Contributing flexibly as the team’s needs change to get to great outcomes.
Challenge: Differentiate a luxury car. Without relying on the usual focus on speed, specs or executive status.
Solution: Sell it on intelligence instead. Don’t make the car a symbol of past success, but a tool used by smart people to enhance their capacity to solve present and future challenges. Making the brand the forward-thinking choice for the sort of people who know success doesn’t come from status. But from the capacity to solve problems more effectively. The campaign had 4 phases:
Like all digital pitches, this was a real team effort. Involving planners, technologists, art directors, designers and lots of differnt ideas. As a writer, I came up with concepts, developed content. And came up with the core “Thought Center” phrase.
INTRIGUE
First, we start by associating the - as yet unlaunched - car, with the sort of thought leaders that will appeal to our target. We do this through a Ted-style series of thought pieces start appearing on business and ideas blogs. Interviews with leading minds of our day. Filmed inside an advanced-looking - but as yet unlaunched - vehicle. Takeout: “What is this car? What do these people know that I don’t?”
We also start running Audi Progressive Index banners. “Audi A8” branded banners tracking the real-time share prices of thought-leading companies.
IMMERSE
Ads are joined by a new A8 app, and a YouTube channel. These host content immersing our target on the new possibilities the A8 offers. As a collaborative work environment that lets you get closer to challenges. A quiet workspace where individuals and groups can free themselves from the desk and endless meetings. And instead use the the transport, connected tech and safety features to get closer to challenges. While remaining totally connected to the data they need.
Example: “Steven Levitt and Cheryl Sandberg discuss Main Street revival in New York.” We follow them driving through different neighbourhoods, using the advanced technologies and calm, globally-connected environment of the new Audi A8 - as they discuss various ways to re-imagine urban renewal. Evolving their ideas and proposing new solutions as they see the challenges and opportunities close, and pull connected data through the car’s tech as they travel. We also see the advanced safety features at work, when they meet sudden or unforeseen circumstances.
Content would include: Social, environmental, business, technological and architectural challenges. Set in a wide variety of visually intriguing environments.
INTRODUCE
We formally introduce the A8 through the website, microsite and banner ads. And demonstrate the features that enhance your capacity to think - and solve problems - better. Expandable banners next to relevant content enable you to drill in on the smart technologies of A8. “To make your life easier, your thinking smarter and your day more productive.”
INCITE
You’re sold. We now use the data collected by the apps and website to feed each user personalized offers and information. As well as an AI “Audi Concierge” who can provide a sense of personal service, including arranging for customers to experience A8 for themselves.