Audi - From private to public prestige

Laurence Parkes, Paul Kershaw and Bernard Chudy

In 2000, Audi began a campaign to widen the prestige of the marque among the general public, and to increase both desire and conversion among prestige car buyers.
Agency: Bartle Bogle HegartyAuthors: Laurence Parkes, Paul Kershaw and Bernard Chudy

Audi – From private to public prestige

1. INTRODUCTION

This paper is about the power of brand content in the communications mix.

We will show how brand content can powerfully and efficiently engage a relatively disinterested audience. In addition, we will demonstrate how it can fuel the potency of more traditional communications channels like advertising and direct mail.

At a time when brand content is struggling to make itself accountable, or even find an obvious role, this could be a valuable contribution to the communications knowledge...

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