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BRAND : Audi
BASELINE : Pure energy, pure luxury, pure Exclusivity
DESCRIPTION : An
Audi TT on the road is lighting up street lamps, skyscrapers, tunnels et al, thanks to its super-bright headlights. By the time it reaches a dead-end, it has lit up most parts of the city. Suddenly its headlights turn off – and the entire city slips back into darkness again. The headlights turn on again – and the city is lit up again!4Ps TAKE : Audi is out with its latest TT model in India and guess how is it promoting it? By laying emphasis on its Vorsprung Durch Technik – which is the model’s differentiating factor. So what is Vorsprung Durch Technik? It’s German for “headstart through technology”. The USP is the German engineering – that we all know is the best in the world. The visual is a killer with the Audi TT exhibiting its deadly looks, and lighting up the world at large (well, okay, the city!). An impressive ad where the product is left to do all the talking for itself to win the hearts of its target audience...
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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