Audi Quattro

Campaign 1997-1999 by BUN for Audi Quattro. Need to move beyond current USP (safety), identify full benefit as a driving experience.
Agency: BUNAuthor: Nathan Plowman

Audi Quattro: The Case of the Disappearing USP

INTRODUCTION

'In an age of product parity marketers cannot rely on product and functional differences for sustainable competitive advantage. We need brand differences. Emotional...