Emap2 Secures First Promo Deal For Audi

Emap Advertising’s full marketing communications service, Emap2, has secured its first deal, a six figure promotion for car manufacturer Audi.

The campaign, which will run across Emap’s men’s titles Arena, Empire and Q, is designed to target “up-market, intelligent men who are passionate about style, film and music.”

Supporting the launch of Audi’s new RS4, the magazines will run six-page advertorials tying in with the creative concept for Audi’s TV campaign, entitled “Sinister Beauty”.

The activity will see each magazine look at “sinister” creations within their respective fields, with Emap looking at scary films, while Q looks at “sinister songs” and Arena brings readers interpretation of the theme in photography.

Readers are also directed to a bespoke microsite, featuring a competition to win a “sinister” iPod, preloaded with content from the campaign.

Explaining the activity, James Hayr at Emap2 said: “Working with Audi, BBH and MediaCom on the magazine activity has been an exciting first challenge for Emap2 to deliver content to our readers which is outside of their usual comfort zone and creates debate.

“It was clear the creative required an unusual format completely different from any other editorial experience in the magazine, just as driving the Audi RS4 would be. We needed to target ‘grown up kids’ and we were able to design engaging content, which sparked controversy with the readers by relating the brand messages to their passion for film, music and style. ”

Paul Kershaw, account manager at MediaCom added: “It was imperative to us that the creative idea for this campaign was communicated in a pioneering and experiential way. Our ‘Sinister Extremes’ media strategy underpinning all communication activity for the Audi RS4 launch was designed to deliver boundary pushing and powerful experience to challenge consumers, and build on existing perceptions of the Audi brand.”

Emap: 01733 568 900 www.emap.co.uk