Audi of America, Inc.: Art Of The Heist campaign

Kevin Teague

The car maker Audi of America, Inc. (AoA), was the American arm of the German company Audi AG.

Audi of America, Inc.: Art Of The Heist campaign

Kevin Teague

OVERVIEW

The car maker Audi of America, Inc. (AoA), was the American arm of the German company Audi AG. The Michigan-based automaker's advertising changed drastically in fall 2004 when Stephen Berkov took control as marketing director. The first vehicle launched under Berkov's supervision was the new Audi A3, a luxury wagon that AoA planed to release in mid-2005. Berkov defined the A3's target market as 25- to 34-year-old upper-income males. Aware that this target disliked mainstream advertisements, Berkov oversaw the release of an atypical campaign titled "Art of the...

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