Audi Launches Biggest Ever Outdoor Ad Campaign
Audi is launching Britain’s biggest outdoor advertising campaign across 140 different locations to promote its new A8 luxury saloon.
The campaign includes advertising wraps on 80 landmark buildings, as well as extensive television, national press and cinema activity. A range of 96-sheet poster sites across the UK will also be used to support the main campaign.
The promotion marks a shift in strategy for the car manufacturer, which has previously focused on traditional television-only campaigns for major launches.
Commenting on the new initiative, Gary Savage, head of marketing at Audi UK, commented: “We had to secure big exposure for our biggest ever car launch, and the scale of our outdoor campaign gives us the blanket UK coverage that is vital to achieve that aim.”
Audi is not the first blue-chip brand to shift its budget away from traditional media in favour of outdoor advertising. British Airways recently unveiled a similar initiative and became the first brand to cover Waterloo station with outdoor ads(see British Airways Takes Over Waterloo Station).
According to the latest figures from the Advertising Association, outdoor was the fastest growing sector in the three months to December 2002, with expenditure increasing by 15.5% to £188 million (see Outdoor Growth Boosts UK Adspend During 2002).
Audi: www.audi.com
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