Volkswagen Group Italia - Audi Thermovision

Volkswagen was looking to communicate the launch of its new Audi A4 Avant model in Italy, as well as improving the brand perception amongst 30-45, upper-middle class males.

Volkswagen Group Italia - Audi Thermovision

Agency name: DDB srl Client name: Volkswagen Group Italia Category: Integrated Communication

BACKGROUND

Communicate the launch of the new Audi A4 Avant, adding an emotional component in order to upgrade from a cold to a warmer product/brand perception.

OBJECTIVES

Achieve the sales target through:

  • enhancing the premium perception of the brand

  • driving people (especially hot prospects and competitors' drivers, via DM) to the dealers

  • encourage them to register their details, take a test drive and place an order

STRATEGY

The campaign talks about how capable this car is of...

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