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Audi of America, Inc.
Luxury Has Progressed

RAN IN: United States

CLIENT
Audi of America

Scott Keogh - President
Loren Angelo - Director, Mktg.
Kayleen Oblack - Mktg. Operations & Production Specialist
Jessica Thor - Retail Mktg. Manager
Jeri Ward - Director, Customer Experience

AGENCY
Venables Bell & Partners *Lead Agency

Paul Venables - Founder, Executive Creative Director
Lucy Farey-Jones - Partner, Executive Strategy Director
Colleen McGee - Business Leader
Erik Petersen - Business Leader
Erich Pfeifer - Creative Director


Latcha + Associates


MediaCom


The Designory


AKQA


SUMMARY

In 2006, Audi was a stagnant brand in America, with low sales volumes and even lower consideration scores. A brand stuck firmly in the tier 2 luxury market. Audi was at a crossroads: continue to blend in, or force its way into tier 1, alongside BMW, Mercedes and Lexus. To do so, Audi created disruptive work that challenged the industry, and proved to America that Audi deserved to be in the luxury conversation. Sales are now at an all-time high and Audi ranks #1 in consideration, above the big 3.

CASE VIDEO


Hero Medium: Video,TV Ads

Medium Featured On Video: PR,Social Networking Applications,Interactive

Audience: Boomers (45+),Brand Influencers,Fathers,Men,Mothers,New Audience,Women,Young Men (20-35),Young Women (20-35),Current and Future Luxury Car Intenders

Objectives: Change brand image

Type: Business-to-Consumer

Classification: Regional,National

Language: English