TT Advertising Strategy- What do you think?
11-15-2001, 12:44 PM
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TT Advertising Strategy- What do you think?
Having had the pleasure of communicating with a number of TT owners all over the country, we have agreed on a new direction for Audi's advertising.
The paragraphs below are part of creative brief that is used to inspire the creation of new ads. I'm curious what you people think about the strategy and our interpretation of you and your connection to this incredible vehicle.
If you love it or hate it, please tell us why. Your comments so far have been invaluable.
Thanks again.
Audi TT Brief 2: The TT Ideal Strategy
Who is our target?
People who share the mindset and outlook of the consummate TT owner.
What is this mindset?
A current TT owner said it best when he defined TT owners as people who have a "nothing to prove" approach to life. Far from recalcitrant or apathetic, these people are successful, forward-thinking people whose refusal to publicly "prove" themselves has more to do with their own self -confidence than any lack of interest in the people around them. On the contrary, these people have a passion for human progress that draws them to other people who share their interests. Not necessarily wealthy, the typical Audi driver has achieved a level of financial success that allows them to lead an active and engaging life. Their entrepreneurial spirits are evident by the importance they place on individualism and uniqueness. Not driven by status, they seem to be more interested in personal expression than power and prestige, and they have a deep appreciation for innovation and possibility.
What does the TT offer these types of people?
First of all, the style and uniqueness of this car helps quench their thirst for beauty and possibility. Their attraction to this vehicle seems chemical, ignited by a design so conceptually sound that every painstaking detail speaks to them in a united voice. Whether it's their first sports car, first Audi, or first German car, this vehicle has succeeded at making its owner feel like the car was designed for them specifically. This is a concept car that affirms their concept of themselves and in the process connects TT owners to other people who approach their lives the same way. TT owner groups have sprung up all over the country and have quickly become social outlets for these people. Initially united by the car, these groups are flourishing because these people share interests and ideals that go way beyond their TT. Imagine the community and devotion of a Harley owner coupled with the sophistication and independence of the Apple owner and you have a better sense of what the TT is turning into as a brand of its own. These are supportive people who stop, honk and wave at every fellow TT owner they see, yet organize large group gatherings at famous Frank Lloyd Wright buildings.
The TT offers a sort of brand freedom that liberates their individuality. These people are too independent to let a brand speak for them. Driving a TT seems to be an opportunity to express themselves without being tied to the status-driven perception of the typical BMW, Mercedes, or Porsche driver. The TT is not some mid-life crisis purchase. When it comes to these people's identities, there is no crisis, only a steadfast commitment to pushing themselves as individuals.
What do we want our target to understand about the Audi TT?
The Audi TT is a rolling affirmation of your passion for possibility
The paragraphs below are part of creative brief that is used to inspire the creation of new ads. I'm curious what you people think about the strategy and our interpretation of you and your connection to this incredible vehicle.
If you love it or hate it, please tell us why. Your comments so far have been invaluable.
Thanks again.
Audi TT Brief 2: The TT Ideal Strategy
Who is our target?
People who share the mindset and outlook of the consummate TT owner.
What is this mindset?
A current TT owner said it best when he defined TT owners as people who have a "nothing to prove" approach to life. Far from recalcitrant or apathetic, these people are successful, forward-thinking people whose refusal to publicly "prove" themselves has more to do with their own self -confidence than any lack of interest in the people around them. On the contrary, these people have a passion for human progress that draws them to other people who share their interests. Not necessarily wealthy, the typical Audi driver has achieved a level of financial success that allows them to lead an active and engaging life. Their entrepreneurial spirits are evident by the importance they place on individualism and uniqueness. Not driven by status, they seem to be more interested in personal expression than power and prestige, and they have a deep appreciation for innovation and possibility.
What does the TT offer these types of people?
First of all, the style and uniqueness of this car helps quench their thirst for beauty and possibility. Their attraction to this vehicle seems chemical, ignited by a design so conceptually sound that every painstaking detail speaks to them in a united voice. Whether it's their first sports car, first Audi, or first German car, this vehicle has succeeded at making its owner feel like the car was designed for them specifically. This is a concept car that affirms their concept of themselves and in the process connects TT owners to other people who approach their lives the same way. TT owner groups have sprung up all over the country and have quickly become social outlets for these people. Initially united by the car, these groups are flourishing because these people share interests and ideals that go way beyond their TT. Imagine the community and devotion of a Harley owner coupled with the sophistication and independence of the Apple owner and you have a better sense of what the TT is turning into as a brand of its own. These are supportive people who stop, honk and wave at every fellow TT owner they see, yet organize large group gatherings at famous Frank Lloyd Wright buildings.
The TT offers a sort of brand freedom that liberates their individuality. These people are too independent to let a brand speak for them. Driving a TT seems to be an opportunity to express themselves without being tied to the status-driven perception of the typical BMW, Mercedes, or Porsche driver. The TT is not some mid-life crisis purchase. When it comes to these people's identities, there is no crisis, only a steadfast commitment to pushing themselves as individuals.
What do we want our target to understand about the Audi TT?
The Audi TT is a rolling affirmation of your passion for possibility
11-15-2001, 01:09 PM
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The Harley parallel is interesting....
but I don't quite share the Apple one (though the number of Apple owners here supports that somewhat.)
You've hit a number of the key points here, better than I could. Please let us know how your project turns out! Cheers!
You've hit a number of the key points here, better than I could. Please let us know how your project turns out! Cheers!
11-15-2001, 01:09 PM
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Oh..I don't know...
As long suffering Microsoft victim, I do get tinges of jealousy when I see my collegues Mac cold boot in about 5 seconds while I go go and make coffee waiting for my Windows 2000 equiped laptop to boot.
11-15-2001, 01:10 PM
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Hate it - verbose, innaccurate and well just plain sucks - KISS
I wanted a hot looking car on a chassis I thought was a good basic design having been around on VW's for a while. Nice interior and different. Handles well too. There right to the point.
