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Transcript

  • 1. Reverse Brief: Audi
    Nick Bridgers
    Brittany McKinney
    Brent Schneider
  • 2. Client/Brand: AudiProject: Super Bowl Ad 2010“Green Police”
    Audi "Green Police"
  • 3. Brand Positioning Statement
    "Vorsprungdurchtechnik.”
    This translates to "Advancement through technology." 
  • 4. Background/Overview
    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. Target Audience
    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. Most Important Thing to Say
    You can be eco-friendly and still drive a high-performance, stylish car. 
  • 7. Reasons to Act
    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. Mandatory Elements
    Logo
    Slogan
    “Truth in Engineering”  
    Sources of Awards- Green Car of the Year Award was given by Green Car Journal
    “Clean Diesel”
  • 9. Analysis
    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. What Other Sources Say
    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. Appropriate Media Buy
    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. Other Communication Components Used
    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. 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. Advertising Strategies
    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. Don’t let the Green Police get you!
  • 16. Sources
    http://quotulatiousness.ca/blog/2010/02/11/audis-target-market/
    http://content.usatoday.com/communities/greenhouse/post/2010/02/audis-green-police-ad-stirs-controversy/1 
    http://content.usatoday.com/communities/driveon/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