After throwing a Hail Mary in the Super Bowl, Audi is going for the two points, with a pair of spots to air during the Winter Olympics' Friday evening opening ceremonies. The new ads, via AOR Venables Bell & Partners, are directly competitive with Lexus, BMW and Mercedes-Benz vehicles. Audi, the official vehicle of the U.S. Ski Team, will also host streaming coverage of the ski team,
and recovery of injured skiers T.J. Lanning, who was injured at the Audi FIS World Cup opener in November, and Resi Stiegler, also injured in November. The content will be on Audi's Facebook page and on an Audi-sponsored portion of the U.S. ski-team site. Scott Keogh, VP of marketing at the Herndon, Va.-based company, says the Olympics are the right venue. "First and foremost, after the Super Bowl it will be the largest TV event of the year. If you look at the Olympics in Beijing and then hear that viewership numbers are going up, the Winter Olympics could be knocking on the door of 170 or 180 million viewers, so we plan aggressi e rotation -- lots and lots of ads." The ads will live on in local market buys after the Games. Keogh tells Marketing Daily the creative direction is a perfect fit for the Olympics. "The first thing is, the Olympics is the spirit of competition; it's about who wins and who doesn't. The second thing is that we don't want to wait in line for five or six years for consumers to discover that we have great products when the truth is out there right now, so we wanted to directly address that. Not indirectly," he says.
For Further: www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122416
and recovery of injured skiers T.J. Lanning, who was injured at the Audi FIS World Cup opener in November, and Resi Stiegler, also injured in November. The content will be on Audi's Facebook page and on an Audi-sponsored portion of the U.S. ski-team site. Scott Keogh, VP of marketing at the Herndon, Va.-based company, says the Olympics are the right venue. "First and foremost, after the Super Bowl it will be the largest TV event of the year. If you look at the Olympics in Beijing and then hear that viewership numbers are going up, the Winter Olympics could be knocking on the door of 170 or 180 million viewers, so we plan aggressi e rotation -- lots and lots of ads." The ads will live on in local market buys after the Games. Keogh tells Marketing Daily the creative direction is a perfect fit for the Olympics. "The first thing is, the Olympics is the spirit of competition; it's about who wins and who doesn't. The second thing is that we don't want to wait in line for five or six years for consumers to discover that we have great products when the truth is out there right now, so we wanted to directly address that. Not indirectly," he says.For Further: www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122416
