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Audi uses A6 campaign to highlight national driving issues

September 16, 2011

The Audi A6

German automaker Audi is promoting its new 2012 A6 model with a broadcast, print and digital campaign that emphasizes the various obstacles that drivers face on the road.

The ads showcase how the new Audi A6 helps to address the problems that a driver can face on the road, such as hazardous driving conditions or other drivers. As part of this campaign, Audi partnered with the Senseable City Lab to develop a road frustration index, which highlights real-time driving conditions on roads nationwide.

“One of the most unique aspects of the new advertising and marketing campaign is that it is multi-pronged,” said Andrew Lipman, communications manager of Audi of America, Herndon, VA.

“It is a comprehensive multi-layer movement, all centered around the idea of making the road a more intelligent place,” he said.

“With this campaign, Audi wants to demonstrate to consumers that we recognize these conditions and are looking into solutions that not only assist our drivers, but help to improve daily driving conditions nationwide.”

Audi toity
The 2012 A6 ads are centered around the slogan, “Making the road a more intelligent place.”

Audi’s ads will contain surprising facts about current driving conditions, such as the fact that 38 million drivers on the road today would not pass their state’s driver’s exam.

In addition, there are over 100,000 miles of highways and bridges that are falling apart, per the ads.

Audi is using the A6 campaign to showcase these statistics and aims to encourage people to take action.

In addition, Audi is emphasizing the advanced features of the A6 that helps the driver assess the road and make smart driving decisions.

The A6 makes 2,000 driving decisions per second to help the driver, according to Audi.

For instance, the vehicle uses a thermal imaging camera that alerts drivers to objects in front of them at night.

The 2012 model also features a heads-up display that uses hologram in the windshield that lets the driver see driving and road information in real-time.

With the new A6, Audi is the first automaker to use Google Earth in its MMI Navigation system, combining 3D terrain models with aerial views to help the driver choose driving routes.

The Audi A6 campaign

Sense and senseability
The new campaign will be distributed via print, television and Web platforms.

The television portion incorporates both 30- and 60-second video spots on national and cable TV.

In addition, the print ads will be placed in newspapers and automotive magazines this month.

Online ad placement for Audi A6 will also begin shortly, with the model already taking over the branded Audi homepage.

The new Audi A6

Surprisingly, Audi has not yet posted any of the ads on its social media sites nor addressed the use of social media in this campaign.

Audi used a Facebook video series, titled R8 GT Week, to promote the limited-edition model (see story).

As part of the latest campaign, Audi created a Web site at http://www.roadintel.com where drivers can find real-time pictures, traffic patterns, driving behavior and social media comments on driving conditions across the world.

Senseable City Lab helped to create the Web site.

Audi appears to be using the A6 campaign to emphasize the brand’s dedication to creating a safer world for drivers.

Given that the cause is positive and non-controversial, Audi is creating a halo effect around the brand and its cars.

Audi is hoping the social problems addressed in the campaign will help build trust between the brand and consumers.

“With the new campaign for the 2012 A6, Audi aims to reach the creative and bold new leaders of our country,” Mr. Lipman said.

“In today’s ever-changing world, we believe that these new leaders require new tools, new ideas and new inspirations and, more importantly, confidence and trust,” he said.

“They are curious, adventurous and entrepreneurial — in other words, they are the ones who drive progress.”

Final Take
Kayla Hutzler, editorial assistant on Luxury Daily, New York

Kayla Hutzler is an editorial assistant on Luxury Daily. Her beats are automotive, consumer electronics, consumer packaged goods, financial services, media/publishing, software and technology, telecommunications, travel and hospitality, real estate, retail and sports. Reach her at kayla@napean.com.