New York, June 6, 2014: Audi is the first German carmaker to receive one of the most coveted awards in the advertising industry: The Gold Global Effie was presented to the four rings for its “land of quattro” campaign at yesterday’s awards ceremony in New York. The campaign for the premium segment’s top-selling all-wheel drive technology has thus been recognized as one of the most successful marketing ideas in the world. Through the Effie Awards, the jury acknowledges both the creativity and effectiveness of advertising communication. The advertisement for the launch of the new Audi A3 Sportback was shortlisted in this year’s competition, singling it out as one of the strongest campaigns in the world.
Unlike the national Effie Awards that are presented in over 40 countries, the global award recognizes the advertising effectiveness of global campaigns. This year’s double success brings Audi its first wins at the Global Effie Awards, which are presented each year based on the verdict of an international jury made up of high-ranking industry and marketing decision-makers. The four rings have now become the first German carmaker ever to achieve one of the coveted top three rankings.
“This award is a great honor and particularly delights us, because it encapsulates our business approach: to achieve maximum impact by creative, progressive ideas and implementing them efficiently at 360 degree with clear measurable KPIs,” remarked Giovanni Perosino, Head of Marketing Communications at AUDI AG, at the awards ceremony in New York.
With the claim “land of quattro” Audi launched a broad-based, integrated communication campaign in winter 2012, spanning from classic print advertising, through the brand’s engagement in winter sport, to diverse out-of-home formats. “With ‘land of quattro’, we presented an icon of our brand in a new, unique, very emotional and very effective way,” explains Michael Finke, Head of Creation/Sales Media for the Marketing Communications area at AUDI AG.