Celebrating a rich history

It’s no exaggeration when Audi Australia’s General Manager of Marketing, Kevin Gault says that the brand’s new marketing campaign has been more than 100 years in the making. 

Launched this week, the campaign, produced by Audi Australia and its creative agency 303MullenLowe allows the brand to tell its own story, using purely archival footage to illustrate Audi’s myriad achievements for over a century.

“Audi has achieved so many firsts and been responsible for so many innovations since its inception that we felt the archival footage perfectly told the story,” says Goult of the campaign which will air nationally on television, social media and in Hoyts Lux cinemas.

The campaign was born of research findings which showed that luxury car buyers weren’t necessarily aware of Audi’s heritage and history of automotive innovation. That the company has so significantly changed the landscape of the automotive world was a story that needed to be told and how better to do it than let the facts and achievements speak for themselves.

“People are aware of Audi’s strong racing tradition,” says Goult, “but they may not necessarily understand to what extent Audi has changed and continues to change the very nature of motorsport.”

“From quattro completely rewriting world rally, to winning Le Mans with diesel and then with hybrid technology are three completely ground-breaking changes all achieved within 30 years.”

The campaign, narrated by Audi ambassador Richard Roxburgh tells that story, as the Audi brand has continually set, and then reset milestones throughout its history.

“We’ve spent more than 100 years striving to ‘out-do’ every milestone, even piece of technology we have ever created,” says Audi Australia Managing Director, Andrew Doyle.

The campaign “details the aspiration, inspiration and sheer hard work of the people who build Audi vehicles, for the pleasure of those who own and drive them.”

The three part television campaign will focus on Challenges – the milestones achieved in technology and design – followed by the company’s legendary quality and craftsmanship in Details, to the inbuilt desire to continually challenge convention and ‘push the envelope’, in the final chapter, Future.

“We’re the youngest premium German brand in Australia and in a market as competitive as ours, reinforcing Audi’s rich and successful legacy in Europe is a massage worth telling,” says Andrew Doyle.

“We have consistently out-performed ourselves in terms of innovation and this campaign will help us to express our proud heritage.”