BERLIN, 11 DECEMBER 2017 – Audi and AvL/SE launch a beautiful and thought-provoking new film that invites us to view wind energy through a child’s eyes. The campaign promotes the new Audi g-tron model – a gas-powered hybrid fuelled by wind energy. By reimagining the natural force with childlike wonder, Audi encourages us to consider the possibilities of alternative drive technologies.
The campaign assets include alongside the TV spot, a newly designed online platform www.audi.de/neu-angetrieben, extensive social media measures, print campaign and digital ads. As part of the OOH campaign, at Tegel Airport, six giant posters have already been placed. The campaign launch is 11 December 2017.
So that the trade and public sides go hand in hand, different promotional material will be made available to the trade, to include templates for adverts and social media. In addition there are supporting sales promotions and an extended demonstration car pool.
The Audi g-tron at a glance
The Audi g-tron is a gas-operated hybrid. The special feature: The gas is produced by Audi itself from wind energy, and is thus a fuel of its own manufacture – the so-called Audi e-gas. With this, Audi is expanding its pioneering work in the area of sustainable fuel. The result: the Audi g-tron models impress with up to 80% lower CO2 emissions and a range of up to 950km. It is possible to refuel nationwide, with around 900 natural gas filling stations in Germany alone. Across Europe, there are currently 3,500 filling stations. The Audi g-tron is available in the A3 Sportback g-tron, A4 Avant g-tron and A5 Sportback g-tron versions and drives with around 40% lower fuel costs than comparable petrol models.
„With the campaign thread, ‘Neu Angetrieben’, we are giving ‘Vorsprung durch Technik’ renewed relevance as well as underlining Audi’s competence in the area of sustainable future technologies.”’’ Zitat André Aimaq, AvL/SE
Emotional 80 second film on the Audi g-tron
The story: A small boy sits in the back seat of an Audi A5 Sportback g-tron and talks about the magic of the wind. The audience experiences the exciting game between the wind and the clouds through the eyes of the child. In the midst of the pure beauty of nature, it seems as if the wind is pushing the Audi along … The boy’s journey ends with the realisation that the gas which the g-tron uses is produced with the help of the wind – ‘so the wind is driving our car!’
Informative online platform “Neu angetrieben”
The “Neu angetrieben” campaign is based around an online platform containing extensive information: At www.audi.de/neu-angetrieben the consumer can obtain an overview of all of Audi’s alternative drive technologies, meaning, alongside Audi g-tron, Audi e-tron and Audi h-tron. Additionally, there is a manifest film as well as a configuration tool for all available alternative power models.
Visit the new online platform www.audi.de/neu-angetrieben
Jason Lusty (Marketing Germany AUDI AG)
Yvonne Hippner (Director Marketing Communication Germany AUDI AG)
Sabine Puschel (Marketing Communication Germany AUDI AG)
Katrin Baumann (Marketing Communication Germany AUDI AG)
Film production: Czar
Director: Joe Vanhoutteghem
Website programming: agnosco.net GmbH
Media agency: PHD Germany GmbH