Audi boxes clever with new ad

Car maker uses folding cardboard version of the latest Q5 model to illustrate its streamlined qualities.

Audi's original masterpiece campaign
Audi's original masterpiece campaign

Car brands provide some of the most innovative advertisements to promote their vehicles.

Think back to the Skoda cake ads, the Honda jigsaw puzzle campaign and even the Ford Puma ads - all aim to spark interest and even evoke emotion.

Keeping up with its rivals, Audi has also provided memorable ads, most notably the Vorsprung Durch Technik marketing. The brand's latest campaign, which promotes the new "streamlined" Q5 model, is no exception.

Audi has opted for a visually pleasing ad to demonstrate the streamlined qualities of the Q5, using the theme of "unboxing the box". An illustrated figure folds the paper box into the shape of the Q5, like a giant origami masterpiece.

Interestingly, the ad does not tell you the car is an Audi until its closing moments.

In fact, it is only when the front grill folds up to display the Audi logo that viewers realise the ad is for an Audi model.

The ad's background music, Woody Guthrie's Car Song, is light-hearted and memorable, and is likely to be hummed for some while after the ads stop airing.

But do Audi's scores on BrandIndex indicate that the ad will be as well-remembered as some of its rivals' campaigns have been?

When the ad first aired on 2 January, Audi had an index score of +26, a buzz score of +5 and a general impression score of +35.

By 5 January, the buzz rating for the brand had peaked at +9. However, its index scores and general impression scores continued to improve.

In fact, general impression scores peaked at +43 on 9 January, an increase of eight points since the ad first aired, while Audi's index score peaked at +30 on the same date, up four points.

The automotive industry is one of the sectors that has been hit hardest by the credit crunch, as consumers continue to rein in their spending.

Audi will hope its latest marketing efforts are persuasive enough to make consumers consider its models when next in the market for a new car.

However, given the current trading conditions, this may take some time.

Methodology: YouGov interviews 2,000 people each weekday to form its BrandIndex, a daily measure of public perception of more than 1,100 consumer brands across 32 sectors. It is measured on a seven-point profile:
1 Buzz
2 General impression
3 Quality
4 Value
5 Satisfaction
6 Recommend
7 Corporate reputation.
In addition, we supply an index score.

Richard Wood, www.brandindex.co.uk

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