Audi Australia: New brand campaign

Audi Australia will launch a new brand campaign with several variations of Audi's "Vorsprung durch Technik" claim.

Audi Australia will launch a new brand campaign this week to highlight the company’s philosophy of ‘ Vorsprung’. Aimed squarely at the luxury-car-buying public, this latest advertising campaign puts the company’s forward-thinking heritage clearly into the spotlight, cementing Audi’s reputation as a leader for over a century.

The Vorsprung campaign draws on the history, heritage and substance of the Audi brand, promoting the message of leadership via three core values - performance, design and prestige.

With the help of Audi Ambassador, Catherine Freeman, and the famed Australia II, the campaign highlights Audi as a leader in performance.

Collette Dinnigan, also an Audi Ambassador and Australia’s most successful fashion export, highlights the brand’s leadership in design and the magnificent Horch automobile is clearly representative of prestige – even since the 1930s. There are four executions in total.

Audi’s General Manager of Marketing, Javier Degen, says the new Vorsprung campaign will boost the Audi brand’s image as an innovator.

“Audi is still a relatively young brand in Australia and it is important that we remind our potential customers of our long and impressive heritage,” Mr Degen said.

“ Vorsprung will help us put the Audi brand top-of-mind, clearly demonstrating to luxury car buyers that our strong claim of leadership is based on a long history of success and innovation.

“With the help of Australian icons such as Collette Dinnigan and Cathy Freeman, our audience can clearly see the calibre of people who work with our brand and whom we believe to be truly Vorsprung in their approach to life,” Mr Degen added.

Audi’s Managing Director, Joerg Hofmann, says that the campaign itself is a strong example of Vorsprung.

“Audi has a host of impressive new models being launched in Australia this year, from diesel models to high performance vehicles, and the one theme which unites them all is Vorsprung. Whether they represent ultimate performance, the latest technology or superior design, each of our vehicles is built with leadership in mind,” Mr Hofmann said.

“The launch of this new creative campaign simply highlights that we’re always looking ahead for new ways of thinking,” Hofmann added.

The Vorsprung campaign will appear nationally in newspapers and leading magazines.