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Local News: Audi A1 Exposed!

Audi launches the Audi A1 – the first premium car in the subcompact segment with an innovative campaign in Singapore
OneShift Editorial Team
OneShift Editorial Team
12 Mar 2011

Audi Singapore has launched an innovative marketing campaign for its youngest and newest addition to its model line-up – the Audi A1. Named “The Next Big Audi”, the campaign is aimed at young professionals and urbanites with a passion for fashion and life.

Despite being the smallest Audi in the family, the A1 boasts all the features of a full-size Audi. To match the A1’s unique personality, “The Next Big Audi” campaign has broken away from the company’s conventional tactics by seamlessly integrating Above-The-Line, Below-The-Line, Out- Of-Home advertising and online viral executions. Despite being the smallest Audi in the German automobile family, the A1 displays every feature of a full-size Audi albeit delivered with a lot more zest and a pugnacious spirit.

Managing Director of Audi Singapore, Reinhold Carl: “The Audi A1 is a compact city car for urban living, and it is also a very emotional car with its sophisticated design, stylish interior and wide array of customising possibilities. With the anticipated growth in market size for this class of cars, Audi is expecting the A1 to dominate 10 percent of the total sales volume when the car is fully introduced in the global markets. Given its significance to our overall growth strategy as ‘The Next Big Audi’, the A1 truly deserves a creative marketing strategy like no other.”

The creative highlight of the campaign is RadioA1, a dedicated radio station on Class95FM that runs for nine consecutive days. The station will feature interviews with up-and-coming artistes as well as music that fit with the A1’s audience. RadioA1 hits the airwaves on 19th March from 12pm to 1pm on weekends and two hourly timeslots daily on weekdays starting at 8am and 5pm.

Besides exciting the public with the lifestyle of the A1 driver, the broadcast is also designed to draw the listener to the microsite (www.audi.com.sg/audiA1) to register for a test drive at the Audi showroom. The showroom has also been transformed to bear a special Audi A1 look in March for test drives that start from 19th March.

The microsite also bears various special features tailored for the Audi A1’s audiences. Besides a “Style Adviser” that matches the right version of the highly customisable car to the visitor’s taste. There is also a six-part A1 mini web series entitled “The Next Big Thing” which stars Justin Timberlake.

Teaser print advertisements kicked off in TODAY and The Straits Times five weeks prior to its public launch. Playing on the theme of ‘size’, each flip of the page reveals a different angle of the A1 until the whole car comes into view. This is the first instalment to more “buzz” marketing executions across various media platforms – a strategy to pique the interest of Singaporeans to test-drive the A1.

To amplify its hip quotient, the Audi A1 has been recruited to support the Audi Fashion Festival, Singapore’s premier fashion event that celebrates world-class collections. As part of the initiative to cultivate budding young talent, eight local designers have been invited to design special “skins” for the Audi A1.

The brief to the designers was to use the car as a canvas to express their collections. These cars will be on display during the Audi Fashion Festival alongside the designers’ creations.

“Returning from a successful run last year, this year’s Audi Fashion Festival promises to have more shows, more designers and definitely more excitement. Audi Fashion Festival will see the best of Asia, big headliners like Missoni and Ungaro and a fashionable Hollywood star, the A1,” said Mr Carl.

Audi Fashion Festival is an important pillar in Audi Singapore’s overall business strategy as it continues to create “Talk of the Town” events to have Singapore talking about the brand. This flagship event showcases Audi as a brand that is not only appreciated by car enthusiasts, but also presents a very desirable lifestyle for those who enjoy the other fine things in life.

Credits: wilswong

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