Summary

This paper explains how Audi went from being the understated alternative to Mercedes and BMW, to the fastestgrowing prestige car brand of the last eight years. In 1999, against ambitious growth targets, the communications strategy was overhauled to position Audi as the leader in the prestige sector. ‘Vorsprung durch Technik’ – the relentless desire to challenge and evolve – became the focus of the campaign. It made icons of Audi’s leading models, emphasised the product credentials in design, performance and engineering, and also launched the Audi TV Channel as a one-stop shop for all things Audi. This generated an incremental 50,000 car sales and payback of £7.50 for every £1 spent.

Judge’s comment

This was a competent case that used clever and innovative media channels including creating their own Audi TV channel that was advertised as a product in its own right. A great campaign that showed consistent bravery over time, stuck consistently to one idea and executed it powerfully.

Jeremy Davies, director of brand and communications, E.ON