Audi Canada has launched a multimedia campaign in support of its 2010 R8 model, an initiative that includes inserts in newspapers and posters designed to fit the garage doors of prospective Audi owners.
A large, fold-out poster touting the Audi R8 appeared as an insert in the Tuesday editions of The Globe and Mail and La Presse.
On one side of the poster, in black and white, are 48 images of previous Audi models dating back to 1914. Each of these images is accompanied by the word “Practice.” On the other side of the poster is a full-size, full-colour image of the 2010 Audi R8 V10 quattro, along with the word “Perfect” with the accompanying line: “100 years in the making.”
The creative was developed by Toronto advertising agency Lowe Roche.
“People love that poster–their immediate response is, ‘I’m gonna put this on my wall,’ ” said Geoffrey Roche, founder and chief creative officer at Lowe Roche.
Audi and Lowe Roche have also given Audi enthusiasts the opportunity to purchase an even larger poster of the R8 that, when placed on a consumer’s garage door, creates the appearance that the vehicle is parked inside. The posters can be purchased for $469.99 from the Audi Canada website (http://www.audi.ca/ca/brand/en/models/r8/own_a_r8.html).
“They’ve sold out of the R8 V10, so we did this thing called ‘garage art,’ ” said Roche. “You put it on your garage door and for all intents and purposes it looks like you have an R8 in your garage. We did it in part because it sold out and there are loads of people waiting for one. And for someone who wants one five years from now, what a fantastic thing to have in the meantime.
“While you’re waiting for your R8, it’s the next best thing.”
In addition to the two poster executions, the Audi R8 campaign features print and out-of-home creative in major urban Canadian markets.
