Luxury car brand, Audi, has teamed up with MediaCom and APN Outdoor on a campaign for the new TT model. Outdoor is the predominant medium being used for the campaign, which is aimed at driving mass awareness to the TT launch, while creating an emotional connection with consumers.
The campaign is running across APN Outdoor’s strategically located network of premium large format digital billboards and roadside billboards in Sydney, Melbourne, Brisbane, Adelaide and Perth, creating massive impact on a national scale.
A special feature of the campaign is the use of custom-built billboard skins, which utilise day/night printing techniques and form part of APN Outdoor’s Lux Collection of Billboards. Audi’s Outdoor creative has been designed so that certain aspects – such as the car’s headlights and dashboard, along with the copy – illuminate at night.
Audi is utilising some of APN Outdoor’s most iconic locations for the campaign, such as Young and Jackson in Melbourne and The Darling in Sydney. The campaign also features creative messaging linked across multiple adjacent billboards to form a story that connects with consumers on an emotional and aspirational level.
Brittany Crowley, implementation planning and investment manager, MediaCom commented, “The Audi TT model is an icon in design and high-tech performance and the advertising campaign had to be something quite exceptional to match. With the TT model being an emotional purchase we also wanted that to translate to the advertising campaign. APN Outdoor’s suite of large format billboards provided the platform for Audi to dominate the urban landscape and own the night with its messaging and the use of the day/night skins helped to achieve this in a unique and memorable way.”
Mark Fairhurst, general manager – sales, APN Outdoor also commented, “There’s no doubt that Audi’s new TT model demands attention and there’s no doubt that our billboards do as well. Our portfolio of large format digital and roadside billboards, including the Lux Collection, provide our advertisers with the creative scope to bring their campaigns to life with bespoke features such as day/night printing, day part messaging and various integration opportunities.”
Audi’s TT campaign is now live on APN Outdoor’s national advertising network.