As the automotive industry begins to prepare for the 2030 ban on the sale of new petrol and diesel cars in the UK, Audi wanted to be on the front foot and establish its credentials as a leader in the electric vehicle market.
The aim of the campaign – promoting both the Q4 e-tron and e-tron GT models – was to drive awareness and desire of Audi and ultimately increasing consideration for its electric vehicles.
Plan
Cinema was used alongside a broader AV campaign (TV, BVOD, Social, Online) for its premium association and upmarket audience skew.
With the cinema burst starting just days before Christmas, Audi wanted to maximise relevance and so decided to run three pieces of copy across its two Gold Spot selections – The King’s Man and The Matrix: Resurrections.
The Q4 e-tron ad (starring Rege-Jean Page) was seen by those who went to see The King’s Man; while those who went to see The Matrix: Resurrections in the lead up to Christmas saw the e-tron GT Christmas copy. This was then switched out post-Christmas to the Janelle Monae-starring e-tron GT ad.
