German luxury car manufacturer, Audi, is all set to dazzle the Indian luxury car market. The auto major has recently launched its much awaited luxury car A8L and to back it up, has rolled out its first ever 3D advertising campaign. The campaign includes a film in 3D, a website dedicated solely to A8L which is also in 3D version besides a 2D version, a brochure in 3D, print ads and various outdoor and on-ground events. Pegged at over Rs 25 crore the campaign has been designed and conceptualised by Creativeland Asia. Following a multi-agency pitch last year Creativeland Asia had bagged the coveted Audi account.
?We started working on this account in July 2010. It?s a brand full of passion and the challenge was how do we translate that to the audiences. So we looked at the Maslow?s hierarchy of needs which is portrayed in the shape of a pyramids and looked at all the levels. The idea was to find the perfect fit for A8L. We placed safety at the base of the pyramid, above that came the need to achieve and flaunt status. On top of that, and just below the tip, came aesthetics and form. At the tip, the pinnacle of human evolution, the need for self actualisation, was represented by brand Audi , says Sajan Raj Kurup, founder and creative chairman, Creativeland Asia. Thus emerged a campaign ? ?The advanced state of mind? ? a perfect amalgamation of aesthetics, luxury and technological sophistication. The campaign will be rolled out globally as well.
?We wanted to create magic through this campaign and that?s how we thought of this campaign in 3D?, says Kurup. In addition to the film, the agency has also created a 3D microsite where audiences can further explore the car and interact with its intrinsic features. The company is in talks with Research in Motion ( the makers of Blackberry), Apple (the makers of iPad), besides 3D television set manufactures to launch the film on these platforms. The film and the web experience will be further explored in showrooms through touch screens kiosks.
The luxury car market in India is around 30,000 units. BMW India is at number one with 43% market share. Mercedes-Benz India is another big player. Audi India also recorded a remarkable growth in sales last year. Between January and November 2010 the company sold 2791 cars and saw a 80% growth in sales over 2009.
Michael Perschke, director, Audi India, says, ?We are not hungry for volumes. We want to build the brand in India but we do not want to do mainstream advertising. However, I am hoping this year we will sell atleast 4500 units.? The company?s ambition is to build the brand among young audiences who can influence the the purchase decision.
Audi is clearly traversing the path of creating unique experience for its customers. Its sister company Skoda has launched a boutique showroom in India where India consumers can have a state-of-art experience. Says Perschke, ?We have something similar called Audi World internationally. I do not know if we would launch something similar in India. But even if we do then we will launch it in properties like DLF Emporio in Delhi or Palladium in Mumbai.?
The merchandise business of luxury cars can also ring in huge moolah for the company. Perschke says, ?We are really interested in launching Audi merchandise. But so far I have not been approached by any retailer. But most definitely we are open to the idea of launching Audi merchandise.?