4. Audi is trying to keep up with the “Green
Movement” and produce cars that are more energy
efficient and eco-friendly to fit the growing
demand for green products.
The Audi A3 TDI uses "clean diesel" technology to
help lower emissions and increase fuel efficiency.
The ad is talking to consumers who want to be
energy efficient and drive a car that is better for the
environment.
The main thing Audi wants to say is that the TDI is
more eco-friendly and "green" than other vehicles,
but still carries the Audi name and quality.
5. Adults (predominantly men) who are in their
late 20s to late 30s who:
Can afford the Audi prices
Are car enthusiasts
Care about status and using their car as a status
symbol
Are environmentally conscious and want to “do the
right thing”
Are middle-upper class
6. You can be eco-friendly and still drive
a high-performance, stylish car.
7. Rational reasons to buy the Audi A3 TDI
Have a vehicle that has lower emissions and is fuel efficient
Have a high performance car
Emotional reasons to buy the Audi A3 TDI
Brand loyalty and attachment
User status
Hurting the earth if you don't drive a fuel efficient and lower
emissions car
Major copy points
Green Car of the Year
“Green has never felt so right."
What else can be said:
Audi conducted the Eureka! Diesel Drives the Future, which
was a demonstration to show how diesel technology has the
potential to improve emissions and reduce fuel consumption.
8. Logo and slogan
Sources of Awards- Green Car of the Year
Award was given by Green Car Journal
9. The ad was extremely successful in meeting its
objectives.
Encourages being eco-friendly by the car a person
drives and in many other aspects of everyday life
Catches the attention of someone in the market for a
new car, especially if they want a more efficient
vehicle
After watching this commercial, the audience should
want to find out more information about the TDI
Clean Diesel
10. USA Today says the "Green Police" ad was the
most appreciated automaker Super Bowl ad in
2010 and the sixth most in the USA Today's Ad
Meter.
it was the only automaker to make the top ten.
An article in CBS News states that the ad was
offensive instead of effective.
"green police" seemed to criticize and make fun of
the green movement, instead of being an advocate
Advertising Age thought that this ad was
effective as a broadcast video strategy.
11. The Super Bowl was definitely the appropriate media
buy
Created a lot of buzz, even after the Super Bowl
Over 2.2 million views on YouTube
Placement of the ad was good
Ad ran during the fourth quarter
Honda and Hyundai were the only other automakers that were
showcased during the fourth quarter
A thirty-second commercial during the 2010 Super
Bowl was roughly $2.5 million
This ad ran for a full minute, so the cost was doubled
After seeing the commercial, the target audience would
be enticed to find out more about the Audi A3 TDI.
12. Audi extended its Super Bowl buy with other
communications components before the ad
actually aired.
Audi created a series of public service
announcements that talked about "napkin abuse,"
which urged people to only use one napkin at a time
to try to save a billion pounds of paper each year.
13. We thought this ad was very effective and
successful, although it received a lot of
criticism and we would not change much
Would only add more information about the
A3 TDI “Clean Diesel” itself in the commercial
14. Emotional
Fear of endangering the earth
Humor with the "Green Police" arresting people for
not being eco-friendly
Preemptive
"Green car of the year"
