How do you get serious car fans excited? You show them race cars. So if you want to get serious car buyers excited about the high performance quality of your new range, you connect them to race cars. If your agency is The Monkeys, you go one step further and make your new range the offspring of race cars.
Audi Australia’s new campaign is called Raised by Racecars and while contains has all the same-same features that car ads have considered essential for decades (every one of them), it also has a claim that should make the hearts of people who care about cars beat faster. The Audi family of race cars has collected numerous race victories and important championship titles in all of the racing projects for decades.
“Audi has a long history of brave innovation, and throughout our history, many of our greatest achievements have been earned in the crucible of motorsport – on acclaimed racetracks all around the world,” stated Nikki Warburton, chief customer & marketing officer at Audi Australia.
“The lessons learned on the track translate to the road, in the technology inside our high-performance R and RS vehicles. These incredible cars shine a halo over the entire Audi range, and with our Raised by Racecars campaign, we are telling the amazing story behind our sports car credentials. It’s an exciting opportunity to get Aussie pulses racing as we launch the largest high-performance line-up we’ve ever had.”
“Raised by Racecars perfectly captures the motorsport DNA in every Audi RS, and it’s a platform we’re excited to build on,” added Scott Nowell, co-founder & group chief creative officer of The Monkeys, part of Accenture Interactive.
The campaign is currently running across broadcast television, out-of-home advertising and digital.
Credits
Agency: The Monkeys, part of Accenture Interactive
Co-founder & Group Chief Creative Officer: Scott Nowell
Creative Director: Scott Dettrick
Senior Copywriter: Dennis Koutoulogenis
Senior Art Director: Jake Rusznyak
Head of Production: Penny Brown
Senior TV Producer: Kaija Wall
Managing Director: Matthew Michael
Group Account Director: Shannon Duhig
Senior Content Manager: Ruth Peck
Business Strategy Director: Kit Landsdell
Supporting Agency: Adam Johnson Design
Creative Director: Adam Johnson
Client: Audi Australia
Chief Customer and Marketing Officer: Nikki Warburton
Senior Brand Marketing Manager: Andrew Younis Marketing
Communications Manager: Kit Bashford
Senior Marketing Executive: Evangelia Kirpichnikov