New brand campaign

Source: Audi of AmericaFirst new U.S. campaign in five years features blink-of-an-eye commercials
AUBURN HILLS, Mich., May 7, 2007 ? Audi of America, Inc. today announced a new multimedia advertising
campaign, the company?s first all-new campaign since 2002. The U.S. campaign will feature print, online and
broadcast elements and includes two 0.2-second-long embedded commercials.The campaign will focus on several Audi models, including the all new TT, A4 sedan, the Audi Q7 SUV and A6
sedan. Though creative execution varies within the campaign, the theme that unites each ad is the company?s
new U.S. tagline ? ?Truth in Engineering.? It represents the notion that Audi?s superior design, history and
engineering provide the most authentic, truthful driving experience in the luxury segment.?Today?s consumers are principally concerned with honesty, authenticity and substance in the products and
brands with which they engage,? said Scott Keogh, Chief Marketing Officer, Audi of America. ?Audi?s rich
automotive history uniquely positions us to deliver on these requirements. This new campaign?s focus on Truth
in Engineering is our way of demonstrating that ability to the marketplace.
At the end of 2006, the luxury auto maker hired San Francisco-based Venables Bell & Partners as the new
creative agency of record and Denver-based Factory Design Labs as the new interactive agency of record.
The two agencies were tasked with developing a new brand campaign that popularizes the Audi name and
drives awareness of the expanding product line in the United States. Venables Bell & Partners was
responsible for the broadcast and print elements, and Factory Design Labs developed the online elements,
including the TT consumer Web site.The Truth in Engineering campaign will kick off with traditional print, broadcast and on-line components, and
it also features a host of non-traditional elements, with more to come this year. The first spots will be two TT…

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