Audi Australia has launched a multi-channel marketing campaign to herald the arrival of the largest high-performance vehicle line-up in the brand’s history.
Produced in collaboration with The Monkeys, part of Accenture Interactive, the campaign draws on Audi’s motorsport heritage and is centred around a simple truth: every contemporary Audi R and RS model is part of a family. But not just any family, a family of all-conquering race cars that has dominated racetracks all around the world, for generations.
“Audi has a long history of brave innovation, and throughout our history, many of our greatest achievements have been earned in the crucible of motorsport – on acclaimed racetracks all around the world,” Audi Australia chief customer and marketing officer Nikki Warburton says.
“The lessons learned on the track translate to the road, in the technology inside our high-performance R and RS vehicles.
"These incredible cars shine a halo over the entire Audi range, and with our Raised by Racecars campaign, we are telling the amazing story behind our sports car credentials."
The Monkeys, part of Accenture Interactive, co-founder and group chief creative officer Scott Nowell says the campaign highlights the new range's roots.
“Raised by Racecars perfectly captures the motorsport DNA in every Audi RS, and it’s a platform we’re excited to build on,” Nowell says.
The integrated multi-channel campaign is currently in market across broadcast television, out-of-home advertising and also in digital formats.
Credits
Brand – Audi Australia
Agency – The Monkeys, part of Accenture Interactive
Supporting Agency – Adam Johnson Design
Audi Australia
Chief Customer and Marketing Officer – Nikki Warburton
Senior Brand Marketing Manager – Andrew Younis
Marketing Communications Manager – Kit Bashford
Senior Marketing Executive – Evangelia Kirpichnikov
The Monkeys, part of Accenture Interactive
Co-founder & Group Chief Creative Officer: Scott Nowell
Creative Director: Scott Dettrick
Senior Copywriter: Dennis Koutoulogenis
Senior Art Director: Jake Rusznyak
Head of Production: Penny Brown
Senior TV Producer: Kaija Wall
Managing Director: Matthew Michael
Group Account Director: Shannon Duhig
Senior Content Manager: Ruth Peck
Business Strategy Director: Kit Landsdell
Adam Johnson Design
Creative Director – Adam Johnson
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