Audi TT Roadster: Aligning brand and product in new campaign

Audi will launch a new campaign for the new Audi TT Roadster to integrate brand and product.

NEXT WEEK, AUDI WILL LAUNCH a new brand campaign that is also a campaign for its 2008 Audi TT roadster. CMO Scott Keogh says the effort will be far more emotional than past campaigns, much more about lifting the profile of the Audi brand, and also more interactive than TV-based.

Audi has loyal customers who know an awful lot about cars and technology, so their purchase reasons are not 'look at me.' It's more understated," he says. "More inwardly focused," and--he adds--based on reasoned consideration of vehicle features. He says tier-one competitors Mercedes, Lexus and BMW are more emotional brands, with buyers who may take a shortcut to purchase based on brand reputation versus specific product attributes. "And I think where we need to move is toward getting a more external confirmation of the brand among consumers, and to do that we have to be less understated and less intellectual in our communication--bolder and a little more brash," he says.

Related news: GermanCarBlog, P4MR, Audi TT Roadster

Source: Media Post, picture by Audi

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