A head start through know-how
Exxtra manages one of the largest budgets in Switzerland. For Amag, the agency handles all communications related to the Audi brand in Switzerland.
When Markus Gut talks about a "big box", he is talking about more than just the now well-known use of all cross-media resources. "With Audi, our Exxtra Communications has won one of the most interesting budgets in Switzerland," says the CCO of the Y&R Group. The contract will cover all communication over the next few years: classic, digital, sponsoring, POS and direct. After winning the pitch in the summer, Exxtra produced the first commercial just a few weeks later. Around the World Cup in South Africa, the creatives staged the claim "Vorsprung durch Technik" with the stars of the Swiss national football team. The tricky film marked the start of Audi's partnership with the Swiss Football Association at prime time. The long-standing claim and brand essence is a steep template from the Audi parent company in Ingolstadt. However, Markus Gut promises that the Zurich creatives have a "free hand" for all the ideas around it. He modifies the claim "Vorsprung durch Know-how" a little to explain why Exxtra won the budget. "We can draw on all the necessary specialists in-house."
The specifications are an exciting challenge. Audi's international advertising is known for the "world's best brand management". The product itself is positioned as "the most progressive premium brand", as Head of Marketing Erich Hunold and Advertising Coordinator Barbara Wernli at Audi know.
"Sporty, high-quality and progressive" are the brand values that are to be incorporated into all Exxtra measures, explains Managing Director Susan Baumgartner at Exxtra. Audi's high-quality image is reflected in a correspondingly clear "pure & clean" visual style. This stylizes the products into icons. The brand values of "sporty" and "progressive" are also illustrated with an asymmetrical design.
Another ingenious idea for the Audi A5 demonstrated this back in mid-August. To whet fans' appetite for driving a convertible, Exxtra developed a three-part prism poster for Audi in collaboration with Detail Bildbearbeitung. In "real time", as Marketing Director Erich Hunold assures us, the moving poster shows the opening process of the convertible top. Over the course of the three image phases, the Audi transforms from high-necked to topless in 15 seconds.
The Audi R8 GT is launched at the beginning of 2011. What makes it special, apart from its 560 hp, is that the elegant speedster is strictly limited. There are just 333 vehicles worldwide, and only 15 will be available in Switzerland. Anyone who wants to drive such an exclusive car has to "apply" to Audi. A special selection process then decides who gets to buy one of these rare cars. It goes without saying that the mailing could not look cheap. The Exxtra team around AD Benny Goldstein designed a six-page folder with high-quality photo prints. The pictures of the powerful R8 GT have been integrated into the brochure by hand, just like in a private photo album. If you take out the photos, you can read the advertising underneath.
Currently on display is a cross-media campaign for the launch of the A1. This model is set to shake up the small car segment in the future. In order to target the young audience, Exxtra has launched the online game "1 against 500", in which you can win an Audi A1. A campaign with ambassadors is still in the Exxtra gift cabinet. These prominent Audi drivers were photographed by Stephan Schacher. As with numerous subjects for Audi, the argument here is also without the crude depiction of a car.
Over the next few years, Exxtra will focus on 360° customer relationship management, the style-defining communication presence, the brand experience at the POS and website maintenance for Audi.
Andreas Panzeri
The specifications are an exciting challenge. Audi's international advertising is known for the "world's best brand management". The product itself is positioned as "the most progressive premium brand", as Head of Marketing Erich Hunold and Advertising Coordinator Barbara Wernli at Audi know.
"Sporty, high-quality and progressive" are the brand values that are to be incorporated into all Exxtra measures, explains Managing Director Susan Baumgartner at Exxtra. Audi's high-quality image is reflected in a correspondingly clear "pure & clean" visual style. This stylizes the products into icons. The brand values of "sporty" and "progressive" are also illustrated with an asymmetrical design.
Another ingenious idea for the Audi A5 demonstrated this back in mid-August. To whet fans' appetite for driving a convertible, Exxtra developed a three-part prism poster for Audi in collaboration with Detail Bildbearbeitung. In "real time", as Marketing Director Erich Hunold assures us, the moving poster shows the opening process of the convertible top. Over the course of the three image phases, the Audi transforms from high-necked to topless in 15 seconds.
The Audi R8 GT is launched at the beginning of 2011. What makes it special, apart from its 560 hp, is that the elegant speedster is strictly limited. There are just 333 vehicles worldwide, and only 15 will be available in Switzerland. Anyone who wants to drive such an exclusive car has to "apply" to Audi. A special selection process then decides who gets to buy one of these rare cars. It goes without saying that the mailing could not look cheap. The Exxtra team around AD Benny Goldstein designed a six-page folder with high-quality photo prints. The pictures of the powerful R8 GT have been integrated into the brochure by hand, just like in a private photo album. If you take out the photos, you can read the advertising underneath.
Currently on display is a cross-media campaign for the launch of the A1. This model is set to shake up the small car segment in the future. In order to target the young audience, Exxtra has launched the online game "1 against 500", in which you can win an Audi A1. A campaign with ambassadors is still in the Exxtra gift cabinet. These prominent Audi drivers were photographed by Stephan Schacher. As with numerous subjects for Audi, the argument here is also without the crude depiction of a car.
Over the next few years, Exxtra will focus on 360° customer relationship management, the style-defining communication presence, the brand experience at the POS and website maintenance for Audi.
Andreas Panzeri
