New “Get Thrilled Quickly” campaign focuses on vehicle performance and speed
With the purpose of publicizing the arrival of the new Audi RS 5 Competition Plus in the country, iD\TBWA developed the “Get excited quickly” campaign. Reinforcing attributes of speed, power, performance and design, the action was created with a focus on channels with assertive segmentation and aimed at current customers of Audi RS vehicles, C segment prospects for entry into the sports segment, interested in luxury sports cars and in motorsport.
According to Sthefan Ko, Executive Creative Director at iD\TBWA, this inspired the launch concept, translated into a series of pieces with titles such as “Life goes by fast. That’s it, now you can compete with it” and “No one talks about the car that stays only in your dreams”.
“We thought about how we could differentiate the brand when talking about speed for the new Audi RS 5. What is there within so many technical specifications that makes someone a sports car enthusiast? And the answer we came up with was emotion”, he explains. .
With a full funnel strategy, which guarantees visibility and consideration, the action has offline ads on the screens of the main heliports, in addition to a single page and branded content in print and online Forbes. A special piece was designed for smartTVs or Samsung Connected TVs that, when clicked, opens a video that occupies the entire screen. The campaign also uses google search and other social media ads.
“The new RS 5 Competition Plus range carries the DNA of the brand’s track and motorsport origins. These models inherit our racing expertise, adopting track technologies to offer a totally different driving experience in terms of dynamism and pleasure behind the wheel” , highlights Diego Borghi, Sales Director at Audi do Brasil.