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Audi A8: Goodnight Moon

Audi A8: Goodnight Moon. Jose Rodriguez & Casi Yost. Audi’s Thoughts. “ Research shows that consumer impressions are based in nostalgia and formed at a very young age.” -CMO Scott Keogh. Goodnight Moon Background. Written in 1947 by Margaret Wise Brown

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Audi A8: Goodnight Moon

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  1. Audi A8: Goodnight Moon Jose Rodriguez & Casi Yost

  2. Audi’s Thoughts “Research shows that consumer impressions are based in nostalgia and formed at a very young age.” -CMO Scott Keogh

  3. Goodnight Moon Background • Written in 1947 by Margaret Wise Brown • A children’s novel primarily used as a bedtime story, with a young rabbit wishing goodnight to everything in sight wanting to postpone bedtime • “Goodnight stars, Goodnight air, Goodnight noises everywhere.”

  4. Goodnight Overview • Began airing nationally January 15 & 16 during the NFL Divisional round of playoffs • Made as an anticipation ad for the spot to be featured in the Super Bowl’s first commercial break • Audi has longest running streak of Super Bowl ads at 4 years

  5. SuperBowl “Release the Hounds”Ad • “Today's luxury consumer exists in a world where status is no longer solely defined by tradition, but increasingly by their entrepreneurial accomplishments.” -CMO Scott Keogh • Aired during the first commercial break • First commercial to ever introduce a hashtag at the ending: #progressis

  6. Ad Response • USA Today Super Bowl Ad Meter had the commercial ranked 20th overall (6.93) • It was the fifth ranked car commercial, #2 among luxury brand automobiles

  7. Relation to Class • Anticipation ads • IMC: Using the ad to generate a buzz on Twitter, and engaging customers through multiple channels • Market positioning: Audi is currently trying to reposition themselves in the luxury catergory

  8. Sources • http://www.prnewswire.com/news-releases/audi-debuts-super-bowl-companion-ad-during-the-nfl-playoffs-113474889.html http://www.mediapost.com/blogs/raw/?p=5579

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