Cheap as chips: Audi R8

Audi planned to launch its luxury R8 in September, 2007, so the MBS Toronto team saw an opportunity to create excitement by showcasing it during the Toronto International Film Festival (TIFF).

Audi planned to launch its luxury R8 in September, 2007, so the MBS Toronto team saw an opportunity to create excitement by showcasing it during the Toronto International Film Festival (TIFF).

Goal

To build brand preference and maximize exposure for the launch of the R8.

Target consumer

Luxury consumers aged 25 to 54 – sporty, sophisticated and progressive.

Insights and strategy

Celebrity endorsement is part of Audi’s global strategy, and TIFF was seen as the perfect opportunity to associate the brand with high-profile, star-studded events. The problem was that another automotive brand was TIFF’s official sponsor. And the budget was $200,000.

The plan

The team negotiated directly with movie studios to provide Audis for TIFF stars, established magazine sponsorships and arranged for Wire Image photographers to take photos that were used around the world. And at Hello‘s TIFF party they caused a sensation by suspending an R8 over a pool.

Results

For the cost of one-and-a-half R8s, they delivered a 2:1 ROI, plus an immeasurable amount from the celebrity endorsement. And Brad Pitt liked the car so much that he bought one.

Credits

MBS (MediaCom): Misa Kim, VP promotion and sponsorship marketing; Sunith Lobo, account director

Audi Canada: Doug Clark, director of communications, marketing and PR

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