Creativeland marries business with luxury for Audi A6’s marketing drive

Creativeland has helped create a whole new segment – Business Luxury Sedan – for the all-new Audi A6. The campaign, instead of adapting the global strategy, has been created specifically for the Indian market…

e4m by Shubhangi Mehta
Updated: Aug 16, 2011 8:26 AM
Creativeland marries business with luxury for Audi A6’s marketing drive

Creativeland Asia has created a new integrated campaign for the launch of the all-new Audi A6. The campaign, created by Audi’s communications partner Creativeland Asia, embodies the lifestyle that the A6 espouses, one which flits from the corner office to the boardroom to the private tarmac. Adding to the experience, Creativeland has also created a microsite website has been created around the idea that at the highest levels of corporate power, individuals have the luxury of getting things done with the greatest of ease.

Audi A6 is expected to be a game changer for Audi in India. Their campaign is built on the premise of business meeting luxury and is targeted at the discerning business executive who seamlessly moves from the corner office to the most high profile events. The campaigns are conceptualised and created by Creativeland Asia is across television, print, online, mailers and outdoor hoardings.

Sajan Raj Kurup, Founder & Creative Chairman, Creativeland Asia, explained, “The year 2011 redefines luxury by launching a range of Audi’s unconventional path-breaking and innovative models. The campaign idea comes from the fact that the Audi A6 exemplifies the finest of luxuries that are available to business, without a compromise on either practicality or luxury. Those who are at the pinnacle of the corporate world have the world at their fingertips. The campaign captures this essence of true business luxury. Our campaign captures the essence of true business luxury, that of having the world at your fingertips, the ability to affest great change with the smallest of gestures. Like you would when you are seated in the all new Audi A6. The whole film is held together by a beautiful soundtrack created especially for the film. The integrated campaign for the Audi A6 extends from film to an amazing web experience, to social media, print and outdoor. The campaign strategy is not a global one which we have adapted to the Indian market. We have created the campaign specifically keeping the Indian market in mind.”

The TV spots are currently on air across channels and were first unveiled at the launch of the Audi A6.

The print campaign involved teasers and advertisements across dailies and magazines. Audi also engaged extensively with audiences in the online space through innovative banners, a microsite, Facebook, YouTube and Twitter. The company invited actor Gul Panag to host a Twitter contest, where five lucky winners from Gurgaon were given a once in a lifetime opportunity to participate in the Audi A6 Driving Experience.

The launch event was held through six days, it saw over 600 participants drive the new Audi A6 at the exclusive Audi Driving Experience in Gurgaon. This direct engagement had customers experience a brand new product before it was launched in their respective cities. Beyond print, online and TV; an outdoor campaign is also ongoing across metros. Customers across India will also get to read about the Audi A6 in the Audi Magazine. At the retail level, dealers across the country will be conducting localized events and customer engagement programmes.

These activities are all ingrained in Audi’s brand ethos and provide a 360 degree integrated engagement programme.

The PR drive
Srishti Sawhney, Head - Marketing Communications, Audi India, said, “PR is an integral part of stakeholder engagement at Audi India. Our PR campaign for the new Audi A6 took place through multiple phases, where media got a chance to experience the car at international drives in the run up to the launch. This helped raise consumer interest in the product in the months before launch. Exclusive test drives in India helped media determine that the Audi A6 would set benchmarks in its class once launched. At the India launch event, media were given a first-hand experience of the Audi A6 on a custom made track to test out the dynamics of the car. Beyond this, through editorial contests we awarded consumers an opportunity to drive the new car at the launch and give them the complete Audi experience.”

The innovation extends to online advertising as well. The banners are integrated using ‘live content’ instead of ‘dummy content’ as used traditionally. Features like the MMI touch can be virtually experienced in the banner ads that are currently running on some of the top business portals.


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