Audi A8: Goodnight Moon Jose Rodriguez & Casi Yost.

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Presentation transcript:

Audi A8: Goodnight Moon Jose Rodriguez & Casi Yost

Audi’s Thoughts “Research shows that consumer impressions are based in nostalgia and formed at a very young age.” -CMO Scott Keogh

Goodnight Moon Background Written in 1947 by Margaret Wise Brown A children’s novel primarily used as a bedtime story, with a young rabbit wishing goodnight to everything in sight wanting to postpone bedtime “Goodnight stars, Goodnight air, Goodnight noises everywhere.”

Goodnight Overview Began airing nationally January 15 & 16 during the NFL Divisional round of playoffs Made as an anticipation ad for the spot to be featured in the Super Bowl’s first commercial break Audi has longest running streak of Super Bowl ads at 4 years

Super Bowl “Release the Hounds” Ad “Today's luxury consumer exists in a world where status is no longer solely defined by tradition, but increasingly by their entrepreneurial accomplishments.”-CMO Scott Keogh Aired during the first commercial break First commercial to ever introduce a hashtag at the ending: #progressis

Ad Response USA Today Super Bowl Ad Meter had the commercial ranked 20 th overall (6.93) It was the fifth ranked car commercial, #2 among luxury brand automobiles

Relation to Class Anticipation ads IMC: Using the ad to generate a buzz on Twitter, and engaging customers through multiple channels Market positioning: Audi is currently trying to reposition themselves in the luxury catergory

Sources releases/audi-debuts-super-bowl-companion- ad-during-the-nfl-playoffs html releases/audi-debuts-super-bowl-companion- ad-during-the-nfl-playoffs html