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← Back to IdeasOgilvy unveils global campaign for the Audi A6 e-tron
Berlin, 27 January 2025 – Audi is launching a global 360-degree campaign for the market launch of the new A6 e-tron, designed and produced by Ogilvy Group Germany. The communication puts the vehicle-specific product features in the spotlight under the guiding principle “This is Audi” and has been on air since the end of September.
The A6 e-tron is a milestone in Audi’s electrification strategy and sets new standards in the premium segment with its range, charging performance and outstanding design. Ogilvy’s launch campaign demonstrates in various moving images and stills what “This is Audi” stands for in this context.
Chayne Brand, Head of Global Campaign Management at Audi, praises Ogilvy’s creative expertise and emphasizes: “The entire team managed to highlight our vision in a powerful combination of visual elements and compelling storytelling, capturing the essence of our brand and communicating it in an innovative way.”
“We are delighted to be working with Audi on this important market launch,” says Peter Strauss, the responsible Creative Director at Ogilvy Group Germany. “Firstly, because the A6 e-tron is such an important step towards electromobility. But also because we tell the technical innovations and the Audi-typical appeal of the new models as emotional, entertaining stories,” Strauss continues.
The campaign uses a 360-degree approach for the launch in key markets worldwide. Particularly progressive target groups, both existing Audi fans and a new generation of forward-thinking drivers, should feel addressed by the captivating video content in the form of TV commercials, cinema advertising and online videos. Emotionally charged images are used on social media platforms, out-of-home advertising spaces and digital channels to achieve maximum visibility and impact.
Vimeo link Audi A6 Sportback e-tron "Underestimated": https://vimeo.com/1035998379
Vimeo link Audi A6 Avant e-tron "Seaside": https://vimeo.com/1035993371
Vimeo link Audi A6 Avant e-tron "Design": https://vimeo.com/1036004306
Vimeo link Audi A6 Sportback e-tron "Glass Roof": https://vimeo.com/1036004363
The creators
Audi AG
Henrik Wenders, CMO
Esther Francis, Senior Director Global Brand Communications & CX
Chayne Brand, Head of Global Campaign Management
Ogilvy
Strategy: Frank Tavidde, Zuzana Kabelková, Cosma Uboldi; Creation: Sebastião Assis, Anika Bark, Florian Hucker, Siyamak Jung, Christian Klein, Elisabeth Miller, Tim Nockemann, Tunahan Pehlivan, Peter Strauss, Leonardo Valadão; Consulting: Elias Bilgili, Nicole Jänsch, Geraldine Klare, Stefanie Kliegel, Alisa Pisu; FFF & Art Buying: Darek Stoehr
Brand films
Film production: Markenfilm; Director: Harald Zwart; Camera: Franz Lustig; Executive Producer: Oliver Schertlein; Managing Partner/Executive Producer: Alexander Husche; Producer: Muriel Dornseif
Product highlight films
Film production: KieferworX; Director: Felix Müller; Executive Producer: Gerhard Kiefer; Producer: Dominik Bär, Hans Lechner
Content production
Photographer: Emir Haveric; Production: Sonda; Post production: Zoot
Media PHD
Ogilvy press office
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt
Telefon: 069 9622 500 23 | presse@ogilvy.com | LinkedIn: Ogilvy Group Germany