Audi Canada is hoping to gain some traction with luxury car buyers in a new campaign promoting its Quattro all-wheel drive system.
The new “Canada: Land of Quattro” campaign from Toronto agency Zulu Alpha Kilo debuted this month with a national 60-second cinema spot and 30-second TV spots. The campaign is running in both English and French.
The 60-second version of the spot will appear in Cineplex theatres across the country showing a series of Canadian vistas, from snow-covered mountains to forests and roiling ocean.
With an original piano score from Pirate Toronto playing in the background, the voiceover begins “You are immense. You are wild. Tempestuous…and rough.” As the spot proceeds, it begins mixing in more urban environments before the Audi makes its first appearance 45 seconds into the spot.
“I think it makes it quite engaging,” said Mike Sutton, managing director for Zulu Alpha Kilo. “People get sucked into the story but they’re not quite sure what it’s all about until the reveal. That’s why people have reacted so favourably to it.”
The spot ends with the “Canada: Land of Quattro” message and Audi’s global positioning statement “Vorsprung durch Technik” (Advancement through technology).
The campaign is part of a global strategy by Audi to showcase the Quattro system, which is carried across its entire product line. Similar efforts are also underway in Germany and Russia.
“When people think of all-wheel drive they think snow and ice, but that’s just part of it,” said Sutton. “What better country for Quattro than Canada given the range of weather conditions and road conditions and terrain?”
Audi is also backing the creative campaign with retail initiatives that are being supported by newspaper, radio, online banners and pre-roll ads, as well as in-dealership advertising.
Montreal agency Tank worked on the campaign’s French component, while MediaCom oversaw the media buy.
