Advertising, Case Study Example

Product and Targets

The product that will be advertised in this project will be the 2010 R8 Spyder – a 6-speed sports super car from Audi sporting an all-wheel drive with a V10 engine. The car is chosen because it has captured not just car nuts, but many others who have high purchasing power, thus creating advance sales for the car. With a top speed of 194 mph and acceleration from 0-62 in 4.1 seconds, the Spyder has become the most anticipated car of the year.

The target market for this product is the group of sports car enthusiasts. This segment also branches out to those who like sports cars, for their speed, design, status symbol, and “cool” factor. Among these people who actually buy are in the upper margins of society, often in the college age of 18 until mid-thirties, and more likely located in warmer states like California and Florida. Many of sports car owners are also male, and though there are many female sports car buyers as well. This is not the target of the product as there are sill more male sports car enthusiast who would do all they can to buy them than women. These people as well have the psychographics of wanting something that they can show off to anyone and boost their confidence in being able to afford and drive one.

The target media for these people are the internet, television or the movie ads and big screen viewings on car shows. In the case of internet ads, they can be posted on sites such as Youtube because of its viral capability at no cost. In television and pre-movie ads, they should be tied to high action films and “manly” shows such as Miami Vice and the Superbowl, that the buyers usually watch.

Concept

The concept of the 20-second commercial is going to be in line with Audi’s 2008 R8 idea of redefining the image of luxury. It must go with the concept of new age luxury that is defined by the consumer rather than the company. With the changing economic environment and global marketplace, the definition of luxury items is now fluctuating. In the age of the internet, according to trendwatching.com, a phenomenon known as (f) luxury is now taking hold of the world. And since Audi is not exactly something Costco would have on their shelves, Audi should be able to make their statement here.

30-Second TV Ad

No background sounds to be used except the sound of people getting into cars and driving off. Sunset and different camera angles are used to hide the complete image of the cars driven but viewers still get the idea of what kind of car it is.

Scene 1: The first scene shows a white American man walking on the side where there is a car. Looking closely, the man is about 28 years old with a white shirt and a black trouser which is the same color as his coat. The man immediately gets inside of the car and drives off at the background of the building leaving the scene to be having only the image of the building and some of the cars.  Everything takes place within only 4 seconds leaving the people to be anxious of having the next scene.

Scene 2: Then another tall man around 21 years old appears. On his face it seems that he has some glasses.  At a close view, the man looks like an Indian and bravely enough to do what he is intending to do. From his face, he looks to be happy and nothing seems to bother him. He gets into one of the remaining cars, and with a jovial face he stares at the man at a close angle and drives off.

Scene 3: A young man at the age 19 years, putting on a red college team jacket gets closer to one of the cars. The man seems not to be happy and with a hurry, he gets inside of the car, draws next to the man that watches the car and without a waste of any time he drives at the background of the college which contains a parking lot. The man stares at him as he drives hurriedly and wondering.

Scene 4: Now everything is set and fine. The unknown man who seems to be a black American appears in a car. He looks at the leather watch on his wrists and takes off instantly.

Scene 5: Each of the cars goes into a tunnel one by one. Then the night comes and the song “I know you want me” by Pitbull plays in the background as an aerial view of a lively lighted mansion having a party in a big front yard is being shot. The scene then zooms to the driveway.

Scene 6: Four Audi R8s in different colors which includes the red, blue and white park in front of the driveway. Then some of the host comes from the crowd to meet the men. The men include the business man, the geeky guy and the college jock in casual clothes. They then get out of their cars and greeted by the host and looked on and greeted by the crowd.

Scene 7: A three second seen appears while the mystery man’s watch is seen first, and then he comes out of the car. He turns out to be Owen Wilson (music stops). Everyone stares with a wondering face.

Scene 8: The party is to be started and a small conversation starts:

Host: “Finally decided to join us?”

Owen: “Just shut up and let’s get this party started!”

Music plays again and everyone mingles with everyone.

Zooms out aerially as the four Audi R8s are taken by the valet to a parking lot full of Audi R8s. Then fades to black with the words: Isn’t it about time YOU joined in? Audi R8 Spyder.  After all, the mission is complete and everyone is happy.