Arabic Integration:
Billboards:
To highlight Audi’s strong LED lights, billboards with Audi’s logo lit up with LED lights will be placed on several locations to show how strong and effective the LED lighting. The billboard will be placed in two different locations. One billboard will be placed on Sheikh Mohammed Bin Zayed road because many people drive through it every day for work as well as for other purposes. The second one will be placed on the recently added billboard at the Dubai Fountain area in Dubai Mall. This location was chosen because of the huge amount of people who visit the mall and more specifically the fountain area. Another reason for selecting these locations is because these areas are not strongly lit which will provides us with a great opportunity to showcase Audi’s strong LED lights.
TVC:
The TVC is meant to showcase the big idea of how life is a series of challenges. The script is written in a poetic tone to illustrate the elegance feel of the brand. The script has two main objectives. First of all, it tells a story about life and the challenges that accompany it. The second objective is to associate that story to the features of the car.
Print Ads:
The following print ads were made keeping in mind the big idea of facing challenges in life. These ads are metaphorical as well as practical which aim to deliver the message of how Audi serves as a companion to face challenges on the road and in life. The ads emphasize on the features of effective gear transmission, pick up speed and LED headlights which are indirectly titled linking them to challenges in life which the readers can relate to. The print ads have consistent theme, color, contrast and white space keeping the elegant brand image of Audi.
Radio:
The radio ad is an extension of the big idea which revolves around challenges. It plays with the idea of reverse psychology by challenging the listeners to skip the ad. The ad uses various pauses to build suspense and make the listeners curious about what comes next. The ad is meant to be an eye opener that makes listeners realize they love facing challenges in their everyday lives. Lastly, it encourages people to keep challenging themselves to progress in life.
Muppies:
The Muppies are in a form of digital screen advertising with sound and visual effects. These creative digital screens will be installed in Dubai Mall.This technology involves the use of motion sensors attached to the front screen. Whenever someone passes by the screen, there will be a sound effect of an Audi engine starting up and as soon as the person stops in front of the screen, the car will come closer and the volume of the engine sound will increase. At the end of this animation, the logo of Audi in both English and Arabic along with the slogan will appear on the screen.
Digital:
The digital activation for our campaign involves designing an app for Audi. This app is available exclusively for Audi owners as it requires a verification code to use the app. This code will be sent personally by e-mail to Audi owners for them to download the app. In addition, QR code along with the access code will be handed out to Audi owners who will be attending the exclusive Audi Club launch dinner. The app consists of four main sections i.e. Ask Audi, Audi Club, Book a Service and Emergency.
The Emergency section is designed for immediate help required whenever there is an accident or a technical problem in the car. As soon as there is an emergency, the emergency option can be clicked and the tow service can be sent to collect the car.
Ask Audi provides Audi owners with two options, namely , Audi chat and video chat which are linked to Google hangouts. This can be used when the Audi owners want to know something about operating the car or about a particular feature. The aim of having this interactive feature is to enhance the image of Audi by making it more consumer-oriented and service-based.
Book a service feature involves booking a service for Audi cars with the ease of a click. They can select their preferred time and day to get their vehicles serviced. This can help make the process easier as they can get the service booking done using mobile technology.
This is one of the most interactive and awarding features of the app. The Audi Club is designed for Audi owners who can further invite 5 other people to download the app and join the Audi club. This community-based club is targeted towards increasing interaction between the brand and its consumers as well as attracting the potential consumers. This feature will update the consumers about Audi’s events, CSR activities and sponsorships.For example, Audi Club members can meet up for a barbecue event sponsored by Audi at Jebel Hafeet in Al-Ain. There can also be challenges which will be targeted towards adventurous, sporty people who want to showcase the talent that exists in their country. These activities will help in linking Audi’s image to life and its challenges. This will also help in building a long term relationship with the brand
and indirectly promote the brand as the members can share these events on social networking sites. Also, the 5 people who can be recommended as members by Audi owners are beneficial in building the database of potential consumers, as we can focus on them as a community and hear their opinion to build a strong relationship with them.
The app is going to be different from one country to another to make it more relevant to the target audience. It can be differentiated using different logos for each country and the activities will be tailored to each country’s preferences.
There will be points given for every participation in the Audi events. These points can further be used for gaining benefits through silver and gold cards and get incentives such as free passes for sponsored events, free service, etc.
Direct Response:
To make an appealing direct response ad, we designed a print advertisement that will be placed in upscale magazines to target sophisticated and upper social class audiences. This ad has 4 different symbols of landscapes such as Sheikh Zayed Road, Jebel Hafeet mountain, Khawaneej Road, and Dubai Autodrome. The QR code is placed to book a free Audi test drive from one of the 4 locations. This will provide an experiential advantage for the potential consumers as each location is targeted for different personalities of people.
Ambient Advertising:
Experience is the best way to attract audience towards a product or a service. Thus, we propose to place Audi car seats in premium cinemas such as the platinum movie suites in Reel Cinemas . These seats will have the Audi logo lit on them to make them more visible. To further emphasize Audi’s sophistication and luxurious experience, each individual seated on the Audi car seats will be given a welcome note along with a complimentary meal . Overall, this is an experiential tactic that attracts people to experience sophistication and the luxury of the car indirectly.
Public Relations:
Drive 4 Audi:
Drive 4 Audi is initially inspired by ‘The Amazing Race’ show . Drive 4 Audi is an event where drivers compete across selected destinations to reach the final destination and win the grand prize. The race will include 9 destinations, where participants face several challenges in order to reach the final destination at Ettihad airways gate. The competition will include skydiving, jet ski and other activities. The winner will get 2 tickets to travel to Germany and see the Audi car factory in Ingolstadt, Bavaria on the first day, then tour the country for 2 days. in regards to announcing the event ,Drive 4 Audi will be announced through radio, social media, as well as through Audi’s Iftar event ; the registration for the Drive 4 Audi will be online. After a period of three weeks , four participants will be randomly selected by Kris Fade. Kris Fade happens to be one of the most influential radio personalities as well Audi’s Middle East Ambassador. Since the GCC culture is collectivistic, each one of the 4 contestants will be allowed to bring one friend or a family member to the challenge. There will be a hashtag #Drive4Audi where anyone could participate in the conversation and tweet about the challenge. Competitions will be held on social as a teaser for the challenge to engage a wider selection of audience. Overall, this event is made to allow the contests to experience the car in a fun and adventurous way that is far more exciting than the usual test drives. In addition, it is meant to provide these contestants with an unforgettable experience despite the fact if they win or lose.
Run 4 Audi
This activation is a miniature version of the the Drive 4 Audi event . In this event , contestants will race in pairs through Dubai Mall to find the hidden clues and reach the final destination. QR codes will be placed on certain objects which will help provide the contestants with hints to the next destination. Race 4 Audi is meant to target the “Dreamers” and also provide them with a fun experience. The winning team gets the opportunity to join the Drive 4 Audi winners on their trip to Germany.
Audi Club Iftar
In celebration of the holy month of Ramadan, Audi will be hosting an Iftar event at Arboretum Al Qaser to bring the Audi Club members together on this blessed occasion. Ramadan is a very sacred month to the GCC countries where they eat together and share special moments with their family and friends. Thus, this event is a great opportunity for Audi to be culturally more relevant. Overall, this will leverage the brand’s image and people will start to respect the brand more for caring about their cultural and religious beliefs.
Audi Design Academy- Index
Index International exhibition is an annual design exhibition that is held in the UAE. It focuses on different aspects of design which includes paintings,interior designs, and much more. It features exceptional designs, design talks, and a student challenge. This year Audi will be sponsoring the exhibition as well as introducing something new to it. Audi will introduce a design workshop for students. This workshop is meant to educate and teach students about design from the experts themselves. This is an opportunity for Audi to help these students excel in their future careers since they are the generation of the future. Most importantly it will demonstrate the precision and expertise of Audi when it comes to design which will positively influence the brand’s image.
Step Conference Activation
This activation will be held at the Step Conference on the 30th of March. This is an event that is focussed on creating a buzz and attracting the tech-savvy people by giving them a chance to witness Audi’s technology by solving the hidden tech challenge. For the activation, a hidden cave will be placed in the conference where people can register and enter the dark cave. There will be an Audi car inside with an audible clue to find out which part of the car it is within 15 seconds. The sound of the part will increase as soon as the individual gets closer to it.
Audi IMC Campaign Presentation
