Audi breaks campaign for new TT
By Adnews Staff
Audi Canada began a new campaign yesterday to promote the 2008 Audi TT coupe and roadster. The campaign, called “Pure Design / Pure Power,” was developed by Lowe Roche of Toronto. Media is being handled by MBS. Print ads are running in newspapers and magazines, including large media buys in yesterday’s issues of the Globe and Mail and La Presse. Online ads are running on CBC.ca, Globe Auto online, ReportonBusiness.com and Yahoo. Eight-page direct mail pieces will be distributed to certain neighbourhoods in Toronto, Montreal and Vancouver. Ads will also run in the airports of these three cities. In addition, a video light display will be projected against buildings along major highways in Toronto, Vancouver and Montreal. The creative highlights the car’s improved performance and new styling. Also, a word-of-mouth component developed by Wills & Co. is intended to attract visitors to the website <http://www.thenewauditt.ca>. The campaign will run through August. The campaign also includes an out-of-home component in Toronto. From May 16 to 18, six-foot-tall sculptural replicas of the TT logo will be placed in 40 locations around the city. The logo has also been carved into a farm field on the outskirts of Pearson International Airport. “If you are anywhere in the city from May 16 to 18, it will be hard not to cross any Ts,” said Geoffrey Roche, chief creative officer of Lowe Roche. “This outdoor street component of the campaign had to live up to not only Audi’s name but the TT brand, so it had to be big, bold and in your face.”