“By refining our brand strategy we give a contemporary definition to ‘Vorsprung’ and make ourselves ready for the future – for a new automotive era and for our customers,” says Henrik Wenders, Senior Vice President Brand Audi. The purpose, he continues, is to improve people’s lives through technology and to make a contribution to society.
Audi’s global brand ambition is to shape the future of premium mobility and to create fascinating experiences.
With its global campaign, titled “Future is an Attitude”, the Audi brand is showing the way to a future-oriented perspective which will ultimately include an electric, digitalized and emotional outlook. In addition to current production models such as the Audi e-tron Sportback, the Audi RSQ8 and other visionary vehicles such as the Audi AI:ME and Audi Q4 Sportback e-tron concept, are also on view as part of the global campaign communications. They represent the innovative power of the brand. Besides new and upcoming Audi products, protagonists are also Audi employees like head of design Marc Lichte, who are the authentic embodiment of Audi’s attitude.
Under the communicative approach “Future is an Attitude”, Audi will unite worldwide marketing activities from now on, while taking account of cultural and country-specific requirements. “Vorsprung durch Technik” will always remain as the brand claim but the integration of “Future is an Attitude” will form part of the brand’s communication execution.
Locally, the new Audi brand campaign of “Future is an Attitude” will form a core part of the new Audi A4 communication launch which takes place later this month. The new Audi A4, through its significant heritage and current product improvement, remains a significant model within Audi’s model range in South Africa. The new Audi A4 which now includes Audi connect technology is more progressive and forward-thinking than ever before and is an excellent protagonist and embodiment of Audi’s future-focused brand campaign.
The campaign will be conducted through all channels of communication, from TV to digital platforms, out-of-home / billboards and print. On the newly launched website progress.audi, all content around the campaign will be gathered, and further brand stories and information will be offered to users.
In the framework of the new global brand campaign, the re-worked Audi corporate identity will also be visible for the first time. Its presentation is guided by the brand’s progressive premium image. The reduced, clear style of the Four Rings and environment will be evident in a new exciting and visual language.