Creativeland helps Audi create a new segment

Creativeland Asia has created a new integrated campaign for the launch of the all-new Audi A6, the most successful car in the Audi stable. With practicality and indulgence in equal measure, the Audi A6 represents the best of business luxury. The campaign, created by Audi's communications partner Creativeland Asia, embodies the lifestyle that the A6 espouses, one which flits from the corner office to the boardroom to the private tarmac.

The campaign idea comes from the fact that the Audi A6 exemplifies the finest of luxuries that are available to business, without a compromise on either practicality or luxury. Those who are at the pinnacle of the corporate world have the world at their fingertips. The campaign captures this essence of true business luxury.

The integrated campaign 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 we notice that the street outside ' buildings, people, etc., moves past the office. In slow motion we see the street scene pass 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 protagonist gets off the car and walks into an office building. We see a super "The corner office on the road'.

Next, we see beautiful shots of the Audi A6 driving through empty roads of a business district. A super announces the all-new Audi A6 as the best of business luxury. The whole film is held together by a beautiful soundtrack created specially for the film.

Adding to the experience, Creativeland has also created a microsite www.audi-a6.in.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. The world is at their fingertips. This is the same functionality one enjoys in the Audi A6. The car responds instantly to the mere touch of a button such as the start-stop feature or the swipe of a fingertip over the brilliant MMI touch. With the Audi A6 microsite, the same ability has been extended to the Internet. Users can navigate through the features of the car by merely pressing a key on their keyboard, where each key explains a feature of the car.

The innovation extends to online advertising as well. The banners are integrated using "live content' instead of "dummy content' as used traditionally. Features like the MMI touch can be virtually experienced in the banner ads that are currently running on some of the top business portals.

"The launch of the all-new Audi A6 is in line with our top down strategy for India. The new Audi A6 is a perfect blend between the advanced technology of the new Audi A8 L and the design features of the new Audi A7 Sportback. True to Audi's progressive approach, the launch did not happen in a ballroom, but right on the Tarmac, with the Audi A6 driving experience in Gurgaon from the 4th to the 8th of this month."

"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." added Michael Perschke, Head, Audi India.

"Over 43 years, Audi A6 has been constantly refined with every generation. The 2012 being the seventh generation of the car. The launch of the Audi A6 is not only one of the most crucial launches this year but in fact, the modelhas been the backbone of the group's global success since its inception. With the integrated campaign, Creativeland has beautifully represented the Audi A6 as "the corner office on the road'." said Clemens Ollmert, Head of Marketing, Audi India.

Speaking on the campaign, Sajan RaJ Kurup, Founder and Creative Chairman, 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."