New Audi campaign uses sculpture to highlight technology

Audi’s new national print campaign seeks to demonstrate every detail of its flagship A8 car is ’relentlessly refined and perfected’ through pioneering technology.

The campaign’s ’No detail is too small’ strapline is brought to life by taking three distinctive parts of the Audi A8 and displaying them as giant sculptures.

Each sculpture is accompanied by copy explaining the pioneering technology used to develop the part of the car being displayed.

Audi hopes the ads will give its A8 luxury saloon car the edge over its two main rivals, the 7 Series BMW and Mercedes-Benz S-Class.

The ads were created by Bartle Bogle Hegarty after being commissioned by Peter Duffy, the Audi UK head of marketing.

The growing success of Audi has seen the brand become the Volkswagen group’s crown jewel, with Audi now enjoying massive investment from its parent company. Audi is provided with €2 billion a year to invest in new car design and development alone.

The Audi A8 boasts features such as touchscreen handwriting recognition and infrared night vision with pedestrian recognition.

In the third quarter of the year, Google Earth navigation will be introduced to give a real-world, satellite view of the planned route. The A8 takes the total tally of Audi models to 37, while Audi hopes total car sales will pass one million this year.

This story first appeared on pitch

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here