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Nick Bridgers
Brittany McKinney
Brent Schneider
Audi "Green Police"
"Vorsprung durch technik.”
This translates to "Advancement through
technology."
 Audi is trying to keep up with the “Green
Movement” and produce cars that are more energy
efficient and eco-friendly to ...
 Adults (predominantly men) who are in their
late 20s to late 30s who:
 Can afford the Audi prices
 Are car enthusiasts...
You can be eco-friendly and still drive
a high-performance, stylish car.
 Rational reasons to buy the Audi A3 TDI
 Have a vehicle that has lower emissions and is fuel efficient
 Have a high pe...
 Logo and slogan
 Sources of Awards- Green Car of the Year
Award was given by Green Car Journal
 The ad was extremely successful in meeting its
objectives.
 Encourages being eco-friendly by the car a person
drives an...
 USA Today says the "Green Police" ad was the
most appreciated automaker Super Bowl ad in
2010 and the sixth most in the ...
 The Super Bowl was definitely the appropriate media
buy
 Created a lot of buzz, even after the Super Bowl
 Over 2.2 mi...
 Audi extended its Super Bowl buy with other
communications components before the ad
actually aired.
 Audi created a ser...
 We thought this ad was very effective and
successful, although it received a lot of
criticism and we would not change mu...
 Emotional
 Fear of endangering the earth
 Humor with the "Green Police" arresting people for
not being eco-friendly
 ...
Don’t let the Green Police get you!
 http://quotulatiousness.ca/blog/2010/02/11/au
dis-target-market/
 http://content.usatoday.com/communities/green
house/p...
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Reverse brief audi

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Transcript of "Reverse brief audi"

  1. 1. Nick Bridgers Brittany McKinney Brent Schneider
  2. 2. Audi "Green Police"
  3. 3. "Vorsprung durch technik.” This translates to "Advancement through technology."
  4. 4.  Audi is trying to keep up with the “Green Movement” and produce cars that are more energy efficient and eco-friendly to fit the growing demand for green products.  The Audi A3 TDI uses "clean diesel" technology to help lower emissions and increase fuel efficiency.  The ad is talking to consumers who want to be energy efficient and drive a car that is better for the environment.  The main thing Audi wants to say is that the TDI is more eco-friendly and "green" than other vehicles, but still carries the Audi name and quality.
  5. 5.  Adults (predominantly men) who are in their late 20s to late 30s who:  Can afford the Audi prices  Are car enthusiasts  Care about status and using their car as a status symbol  Are environmentally conscious and want to “do the right thing”  Are middle-upper class
  6. 6. You can be eco-friendly and still drive a high-performance, stylish car.
  7. 7.  Rational reasons to buy the Audi A3 TDI  Have a vehicle that has lower emissions and is fuel efficient  Have a high performance car  Emotional reasons to buy the Audi A3 TDI  Brand loyalty and attachment  User status  Hurting the earth if you don't drive a fuel efficient and lower emissions car  Major copy points  Green Car of the Year  “Green has never felt so right."  What else can be said:  Audi conducted the Eureka! Diesel Drives the Future, which was a demonstration to show how diesel technology has the potential to improve emissions and reduce fuel consumption.
  8. 8.  Logo and slogan  Sources of Awards- Green Car of the Year Award was given by Green Car Journal
  9. 9.  The ad was extremely successful in meeting its objectives.  Encourages being eco-friendly by the car a person drives and in many other aspects of everyday life  Catches the attention of someone in the market for a new car, especially if they want a more efficient vehicle  After watching this commercial, the audience should want to find out more information about the TDI Clean Diesel
  10. 10.  USA Today says the "Green Police" ad was the most appreciated automaker Super Bowl ad in 2010 and the sixth most in the USA Today's Ad Meter.  it was the only automaker to make the top ten.  An article in CBS News states that the ad was offensive instead of effective.  "green police" seemed to criticize and make fun of the green movement, instead of being an advocate  Advertising Age thought that this ad was effective as a broadcast video strategy.
  11. 11.  The Super Bowl was definitely the appropriate media buy  Created a lot of buzz, even after the Super Bowl  Over 2.2 million views on YouTube  Placement of the ad was good  Ad ran during the fourth quarter  Honda and Hyundai were the only other automakers that were showcased during the fourth quarter  A thirty-second commercial during the 2010 Super Bowl was roughly $2.5 million  This ad ran for a full minute, so the cost was doubled  After seeing the commercial, the target audience would be enticed to find out more about the Audi A3 TDI.
  12. 12.  Audi extended its Super Bowl buy with other communications components before the ad actually aired.  Audi created a series of public service announcements that talked about "napkin abuse," which urged people to only use one napkin at a time to try to save a billion pounds of paper each year.
  13. 13.  We thought this ad was very effective and successful, although it received a lot of criticism and we would not change much  Would only add more information about the A3 TDI “Clean Diesel” itself in the commercial
  14. 14.  Emotional  Fear of endangering the earth  Humor with the "Green Police" arresting people for not being eco-friendly  Preemptive  "Green car of the year"
  15. 15. Don’t let the Green Police get you!
  16. 16.  http://quotulatiousness.ca/blog/2010/02/11/au dis-target-market/  http://content.usatoday.com/communities/green house/post/2010/02/audis-green-police-ad-stirs- controversy/1  http://content.usatoday.com/communities/drive on/post/2010/02/audi-is-only-automaker-to- score-big-on-super-bowl-ad-meter-1/1  http://www.cbsnews.com/8301-503544_162- 6186859-503544.html  http://adage.com/mediaworks/article?article_id =145990
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