The work supporting the launch aims to emphasise Audi’s ethos of being progressive, sporty and sophisticated.
The German carmaker launched the vehicles officially yesterday following a gala dinner and exhibition for VIP guests at the Kai Tak Cruise Terminal. The experiential element of the campaign included tie-ups with premium kitchen appliances brand Gaggenau, Calvin Klein and jeweller Lorenz Bäumer.
Campaign elements include print advertising featuring Kwok, who also attended the gala dinner, under the line ‘The vision to envision’. Kwok is quoted as saying: “It takes great foresight to see beyond the conventional, and great insight to go beyond the norms.”
Katty Chu, senior PR and communications manager for Audi, said the company had chosen Kwok to "build the driver's image" and "enhance awareness". Chu noted Kwok's status as an influencer in Hong Kong, and indicated that his principles of striving for continuous improvement and appreciating "the finest things in life" fits well with Audi.
"As a famous singer and actor, Aaron is always full of passion for life and this has led him to numerous achievements in the world of racing as well," Chu said. "He epitomises Audi's brand values of sophistication, sportiness and progressiveness. We believe Aaron will help embody Audi's brand image and instil new energy into the brand, as well as ignite the passion of Audi's fans, car lovers and racers."
Film components draw attention to the car’s advanced technology and interior detailing using the slogan ‘A statement ahead of its time’.
Reinhold Carl, managing director of Audi Hong Kong, who is currently overseeing marketing for the brand in the absence of a marketing director, said the A8L and S8 models were aimed at people who had “made it”. The entry level A8 costs the equivalent of US$166,000.
Carl said Audi aimed to match the lifestyle of its customers and communicate this through its marketing activities, in particular the event around the launch. “These people have certain expectations,” he said. “We want to give them a feeling of the brand. The content should reflect Audi’s brand values of progressiveness.”
Working alongside brands in separate industries with similar values, such as Gaggenau, helps position Audi as a lifestyle brand as well as an automotive brand, and adds to the “feeling of a premium environment”.
Audi assumed full ownership of its operations in Hong Kong last year. Since then, Carl said the company has invested heavily in marketing and communications activities, doubling its budget and pursuing a stronger presence on social-media platforms.
Last year, the introduction of a new policy on auto emissions in Hong Kong dealt a blow to European carmakers that saw Japanese rivals gain share, according to the South China Morning Post (SCMP).
However, Carl said Audi held a market share of nearly 30 per cent in the premium segment in which it primarily competes. A statement from the company indicates that in April, Hong Kong led global markets in terms of sales growth, with sales up more than 80 per cent year-on-year. Audi sold around 3,500 units in Hong Kong last year, Carl said.