EURO EFFIES 2007[汽车类金奖]Audi奥迪Q7广告运动
广告代理:Kempertrautmann GmbH 市场: Germany, Italy, Spain
简介:In spring 2006, Audi launched a Sports Utility Vehicle on the European market which U.S. manufacturers and direct competitors had been anchored in since the late1990s. Today the market is dominated by second-generation models, i.e. SUVs with increasing marketability. While their predecessors were based on truck engineering and offered little comfort or convenience, the current, second-generation models leverage technologies which offset lesser all-terrain capabilities with maximized roadworthiness. The Audi Q7 is the first product from a new, third ("performance SUV") generation, because it can handle difficult terrain yet guarantee outstanding on-road performance. Following years of strong growth, initial signs of saturation appeared in the high-priced SUV market shortly before the Q7's premiere' culminating in stagnating segment sales. Despite these less than ideal conditions for a new car, the Audi Q7 proved the most successful launch ever in the sporty, premium SUV segment. By securing the highest number of new car registrations, image leadership in the segment and more efficient communication than the competition, the company's already ambitious marketing goals were easily surpassed.
