Successful launch of Audi A8 L helps agency get all the sub-brands and launches from Audi stable for the next 3 years.
Neha S | Delhi | April 7, 2011
Following the successful launch of the most prestigious luxury sedan from the Audi stable - the Audi A8 L, Creativeland Asia has won the creative mandate for the entire model portfolio of Audi India.
As part of the long term contract, Creativeland Asia will contribute to the strategic direction to brand Audi in India. The German-luxury car maker Audi India had brought Creativeland Asia on board as their lead integrated agency in July 2010 after a multi-agency pitch and left a part of the business with the incumbent Grey Worldwide. Now all the businesses have moved to Creativeland Asia.
“With the launch of Audi A8, Creativeland Asia has not only reinforced our faith in their creative and strategic direction, but also proved that they understand us, our business and that they know exactly how to communicate the ‘Audi way’. It stands to reason to extend the creative mandate across sub brands and allow Creativeland to help us achieve our goals. We are looking forward to this long term partnership,” said Clemens Ollmert, Head of Marketing, Audi India.
On the development, Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia commented, “Launching the Audi A8 was a dream for us and we have lived up to it. The extension of mandate to work across all the brands of Audi is a reflection of the client’s faith in Creativeland and we are extremely delighted to have them as a long term partner.”
To launch the Audi A8, Creativeland Asia created, ‘Advanced State of Mind’, an integrated 3D campaign which not only captured self actualization as the philosophy reflected by brand Audi in a unique way, it also impressed many progressive minds across the globe.
The integrated 3D campaign included TV, web, and social media, with Creativeland also supervising brand Audi across events, CRM, on-ground promotion and retail initiatives. As part of the campaign, Creativeland created www.audi-a8.in, India’s first 3D microsite for the Audi A8 L to provide a fully immersive experience of the car. Prospective customers were invited on the web to experience the car in full 3D with an interesting direct mailing activity. Apart from the website, touch screens in showrooms and 3D silver screens provided the same 3D experience. While the website has been awarded ‘Site of the Day’ by FWA, the Direct mailers have generated fantastic word of mouth.
The campaign not only created an aura for brand Audi, it also encouraged people to experience the car better by enabling them to explore its intrinsic details.