Audi Announces New A4 Advertising Campaign

- Broadcast, digital and experiential are focus for the entirely new A4

HERNDON, Va., Aug. 27 /PRNewswire/ -- In a new advertising campaign
launching this month for the 2009 Audi A4, Audi of America demonstrates
product superiority versus the perceived leaders within the luxury automotive
segment with the introduction of the entirely new Audi A4. The campaign uses
television, digital and driving experience platforms to make bold and
declarative claims about the advantages of the 2009 Audi A4 and features the
tagline "Progress is beautiful."
Audi's advertising agency, Venables Bell & Partners, created the broadcast
ads. The 60-second "Living Room" made its debut in select cities during the
opening ceremonies of the Olympics on August 8th. That spot highlights the
Audi brand while the remaining spots are product focused and reinforced with
verifiable claims. "Living Room" ran regionally during the Olympics telecast
and both spots will run nationally during such high-profile events as the MLB
playoffs, the NFL Sunday Night Game of the Week and other highly-rated shows,
such as "The Office" and "Grey's Anatomy."
"Audi was already on a roll with the launches of the R8 and the A5 and
we're continuing that trend with the entirely new A4," said Scott Keogh, chief
marketing officer, Audi of America. "With the A4, we have a car that is
quicker, more fuel-efficient and roomier than the competition. This campaign
sends that message in a clear and dramatic fashion. We used AMCI and EPA data
to prove every claim we make in these spots. We simply reported the facts in
an engaging fashion. We're no longer content to be among the leaders in
luxury, we want to be the leader."
The new spots represent the continuing evolution of Audi's "Truth in
Engineering" campaign that launched last year. During the 2008 Super Bowl,
Audi and its R8 sports car put the competition on notice by declaring itself
the face of New Luxury. The Audi A5 launch followed, firmly establishing Audi
and the A5 coupe as the new, better choice in luxury. This third wave of work,
focused on the entirely new Audi A4, includes two separate spots that maintain
the campaign theme and are reinforced with real product proof points.
In "Living Room," Audi reinforces the message that its brand represents a
new era in luxury. In the spot, a traditional living room that features
characteristics of an older luxury ideal morphs into a modern and luxurious,
yet comfortable and approachable, new space. As the living room evolves,
keen-eyed viewers will notice that it actually takes on certain
characteristics of the 2009 A4, including technology references like the Bang
& Olufsen stereo system, craftsmanship cues such as the use of chrome, glass,
lighting and the specific wood employed, as well as efficiency references
represented by the recycling bins outdoors. The spot introduces the concept of
progress and delivers the message that the all-new A4 embodies that concept.
In the other two spots, the product benefits of the A4 take center stage and
the claims become more specific.
"Separation" depicts a testing dramatization that captures a photo finish
moment as the Audi A4 crosses the finish line before the other competitors in
a 0-60 mph situation. The ad closes with a statement that this new A4 is not
only the fastest, but also the most fuel-efficient with the most interior room
in its class. The 2009 Audi A4 2.0 TSFI travels from 0-60 mph in 6.9 seconds
and is the longest and widest car in its segment, at 185.2 inches and 71.9
inches, respectively. That engine also achieves 21/27 MPG. Independent testing
that verified the 0-60 mph claim against the 2008 BMW 328xi, Lexus IS 250 AWD
and the Mercedes-Benz C300 4MATIC, was handled by Automotive Marketing
Consultants Inc. (AMCI), the automotive industry's unbiased, third-party
vehicle testing authority.
Audi's new campaign will run exclusively on television and will be
supported by unique online extensions that highlight the competitive nature of
the campaign. Audi has created a series of banner ads that succinctly showcase
the true product capability distinctions between the A4 and competitive
models. Customers interested in testing Audi's claims for themselves can join
Audi at a stop on the traveling Audi Driving Experience (ADE) Tour. At the
ADE, consumers have the opportunity to try out the entirely new A4 against the
competition in a closed-track test. Audi received over 8,600 registrants for
this opportunity before the first event occurred. For more information on the
Audi Driving Experience Tour, visit
www.truthinengineering.com/audi-driving-experience/ .
Audi is further supporting the 2009 A4 launch with the first automotive
OEM release of a dedicated iPhone application, as well as a supporting A4
iPhone experience web site. "Audi A4 Challenge" is a driving game that
utilizes the iPhone's accelerometer (motion sensor) to give players the
opportunity to pilot the new A4 through a series of challenging courses.
Customers who visit www.truthinengineering.com/a4/iphone on their iPhone will
find a unique interface and content on the A4, specialized videos, an exterior
color customizer, a dealer locator and a link to install "Audi A4 Challenge."
The application is now available free of charge on Apple's iPhone Application
store.
About Audi of America
Audi of America, Inc. offers a line of luxury vehicles that include the
Audi A3 sport compact; the sporty A4 sedan, Avant and Cabriolet models; the
high performance S4 sedan, Avant and Cabriolet models, the high-revving RS 4
sport sedan and Cabriolet; the all new A5 Coupe with FSI direct injection
technology; the S5 Coupe with 354 hp; the design-leading A6 sedan and Avant;
the V-10 powered high performance S6 sedan; the Audi Q7 performance SUV; the
new all-aluminum Audi A8 and A8L; the new S8 with V10 power; the all-new 2008
TT Coupe and Roadster models; and the all-new, all-aluminum R8, one of the
most exclusive mid-engine sports cars in the world. Upcoming Audi vehicle
launches in the USA include the updated A3 with quattro all-wheel drive (Sept.
2008), all-new A4 sedan/Avant (Sept. 2008), TTS coupe and Roadster (end 2008),
new A6 with the new 300 hp 3.0 TFSI supercharged V6 engine (Jan 2009), Audi Q7
3.0 TDI (Q1 2009), and Audi Q5 (Q1 2009).
SOURCE Audi of America

Jeff Kuhlman, Office: +1-703-364-7423, or Mobile: +1-248-622-3703,
jeff.kuhlman@audi.com, or Andrew Lipman, Office: +1-212-333-4647, or Mobile:
+1-917-691-8000, andrew.lipman@audi.com, both of Audi of America