The campaign aims to highlight the Audi A6's luxurious offerings. It comprises of television, print, digital, direct marketing and outdoor. The campaign has also explored all social media channels across Facebook, Youtube and Twitter.
The Audi A6 film shows the protagonist at his corner office desk reading a report. Through the huge glass windows the street outside — all the buildings, cars and people — moves past the office. In slow motion, the street scene passes by as shadows move through his office. Suddenly, his mobile phone rings and while he answers it, the camera moves out revealing that he is actually sitting in the all-new Audi A6. The tagline - "the corner office on the road" then reveals itself.
Adding to the experience, Creativeland has also created a microsite.The website has been created around the idea that at the highest levels of corporate power, individuals have the luxury of getting things done with the greatest of ease - be it a call to their concierge or a word to the personal assistant.
“With the launch of the Audi A6, we have created a new segment in India.We are extremely happy with Creativeland’s positioning strategy, ‘The best of business luxury’ which justly equates our offering to the corner office or the control that a successful business executive enjoys,” said Michael Perschke, head of Audi India.
Speaking on the campaign, Sajan Raj Kurup, founder and creative chairman at Creativeland Asia, said, “The year 2011 redefines luxury by launching a range of Audi's unconventional path-breaking and innovative models. In India, the all-new Audi A6 is popular amongst corporates, and is a perfect blend of a sensible functional business car and an aspirational luxury sedan.We saw the launch of Audi A6 as a unique opportunity not just to launch a car but to launch a whole new segment in an emerging market like India. The integrated campaign for the Audi A6 extends from film to an amazing web experience, to social media, print and outdoor.”