Audi seeks urban lifestyle branding

As part of the campaign, the company wrapped a massive poster around a 2,000 square-metre building near a busy expressway. As the campaign is based on the six senses - with Audi representing the sixth sense - the visual features a pair of eyes looking down on some 300,000 cars, which travel the road daily. The copy next to the 26- by 76-metre poster reads, 'Don't look at me, look at the road'.

Peter Hirschfeld, senior manager for marketing and public relations at Audi China, said the execution would also be extended to Beijing next month. "It's about communicating that Audi is a progressive lifestyle brand and that our target group also enjoys a progressive modern lifestyle."

Audi, which entered the China market in 1988, was initially perceived as a Government car largely because of the nature of China's car market in the last decade.

However, research by the company has since placed the car manufacturer in line with competitors BMW and Mercedes Benz. "It was a challenge because we offer locally-produced cars, but we are an international brand. It's a case of showing that the cars are of an international standard and that we are part of the big three, and associated with quality and prestige."

The car brand launched a media event in Shanghai as part of the campaign, followed by a direct marketing push.

The OgilvyOne-developed campaign focuses on engaging the senses - look, feel, touch, hear and smell - with Audi. Hirschfeld said the brand would also link up with a private housing project, located near the Great Wall in Beijing next month.

"It's a group of 13 houses close to the wall and each has been designed to represent different areas, for example, one looks like a Japanese house.

It's in line with our thinking because we have different target groups with our models."

The campaign also includes an online micro-site via www.audi.com.cn, and ad placement on China portal sina.com.