Audi Singapore launch A1 with 'The next big Audi' campaign

The campaign, developed by iris Singapore, has diverted away from the firm’s conventional strategy, this time opting to integrate ATL, BTL, OOH advertising and online viral executions. A primary highlight is RadioA1, a dedicated radio station on Class95FM that would run for nine days starting on 19 March and feature interviews with artists and music that fit with A1’s target market.

In addition, the radio broadcast would draw listeners’ attention to the campaign’s microsite to register for a test drive at the Audi showroom.  The site also features a ‘style adviser’ that matches the right version of the car to the customer’s taste, as well as a six-part mini web series entitled 'The next big thing' starring US singer Justin Timberlake.

On the print space, teaser ads appeared in Today and The Straits Times, with each flip of the page revealing a different angle of the car until the whole vehicle comes into full view.

The AudiA1 will also feature in the Audi Fashion Festival, Singapore’s premier fashion event, where eight local designers have been invited to design special 'skins' for the Audi A1. Audi notes that the event would present the brand as not only appreciated by car enthusiasts, but also a desirable lifestyle choice for people who enjoy the other finer things in life.

“The Audi A1 is a compact city car for urban living, and it is also a very emotional car with its sophisticated design, stylish interior and wide array of customising possibilities,” commented Reinhold Carl, managing director of Audi Singapore. “Given its significance to our overall growth strategy as the ‘The next big Audi’, the A1 truly deserves a creative marketing strategy like no other.”

The Audi A1 is the smallest in the auto company’s line-up but still retains all the features of a full-size Audi.