Audi Australia has launched its first major retail campaign of 2016, Luxury In Perfect Symmetry, featuring performance dancers and surfer Mick Fanning, an Audi ambassador, created by 303 MullenLowe Sydney and directed by Collider.
The campaign shows the Audi Q3 and Q5 SUV models side-by-side in very different Australian environments.
“Symmetry and contrast live at the heart of great design. By showcasing the latest Audi Q3 and Q5 models in this way, we aim to align the brand to the lifestyles or audiences that are ideally suited to these models. The campaign has a distinctively stylish Audi look and feel, and has been shot locally to appeal to an Australian audience,” said Richard Morgan, ECD at 303 MullenLowe.
The launch of the campaign will continue to build on the strong sales results achieved by the brand in 2015, which recorded its eleventh consecutive year of record growth.
“We challenged 303 MullenLowe to create a campaign that would encourage people to decide which of the two Audi SUV models better reflects their personality. The campaign elevates the Audi Q3 and Q5 models beyond the norms of the SUV category, and challenges the viewer to identify with the model that is closest to them, creating a sense of ownership. We want people to visualise themselves becoming part of the Audi lifestyle, which is about adventure and sophistication at the same time,” said Kevin Goult, general manager, marketing, Audi Australia Pty Ltd.