Audi is rising because the upholder of excellent sense in a luxurious electrical automobile market that is seen some wild model and product design not too long ago. Understated however intelligent and efficient, its newest billboard promoting is a shining instance of how easy design particulars can converse louder than trend statements.
Whereas the Jaguar Sort 00 stuns Paris Style Week and the Tesla Cybertruck flop descends into farce with gross sales pitches stay from the White Home, Audi’s being all smart and German by speaking in regards to the precise design of its autos. And it is doing it with nice model.
Fold right here. Audi’s billboards seize consideration – and inform us in regards to the new A6 E-tron (Picture credit score: BBH London / Audi)
Created by BBH London, the out-of-home marketing campaign within the UK is deconstructing the Audi A6 E-tron into bite-size promoting factors. There are each conventional and video billboards highlighting the automobile’s vary, its fast-charging capabilities, its know-how, and, within the piece above, the Audi A6 Sportback E-tronʼs aerodynamic efficiency.
The marketing campaign begins with a folding information for a paper aeroplane (prime picture), with the Audi A6 Sportback E-tron sliced throughout the web page . As soon as put collectively, the aeroplane reveals the entire automobile.
The marketing campaign was exactly engineered by a sequential media technique, managed by PHD. Billboards in high-dwell time places have been strategically deliberate so commuters would encounter the flat lay model of the paper aeroplane first, sparking curiosity earlier than the totally constructed airplane seems in subsequent placements.
This concept got here from Simon Finn and Matthew Chong, a pair of junior creatives on BBHʼs eight-month inventive incubator course, Barn. It simply reveals how nice concepts can emerge when expertise is given the liberty to experiment.
A equally minimalist billboard for the Audi R5 E-tron GT (Picture credit score: Audi / BBH London)
Every billboard is the essence of easy however efficient promoting: a single message clearly communicated in an sudden and memorable manner. It additionally completely (and quietly) expresses Audi’s conventional model give attention to luxurious alongside innovation, precision and progressive design, capturing consideration with no want for dramatics.
Day by day design information, critiques, how-tos and extra, as picked by the editors.
“Itʼs not simply one other automobile advert,” says Uche Ezugwu, Inventive Director at BBH stated. “It breaks the mould of what a launch needs to be, showcasing innovation and efficiency in essentially the most refined, easy manner. For this to return from considered one of our Barn groups, is the cherry on the cake.ˮ
The Jaguar Sort 00 and Cybertruck launches additionally broke the mould in their very own methods. However by sticking to its model and emphasising actual gross sales factors, Audi’s specializing in what lots of people are saying Jaguar and Tesla have been lacking: the design of the automobiles.
For an instance of how to not promote an electrical automobile, see the horrible Volvo AI advert. Additionally take a look at our choose of one of the best billboards adverts for extra OHH marketing campaign inspiration.
