Nov
9
Luxury…The lack of advertisement for the better…. Or not?
Posted by: alexeymanov | November 9, 2010 | Leave a Comment
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It is true for most of the luxurious brands. Form consumers point of view, exclusive and luxurious goods shouldn’t be commonly seen, this applies to advertisements as well. When was the last time you’ve seen Vertu (phone), Azimut (boats) or Lamborghini (vehicles) commercial on TV? Well… never really; maybe Cosmopolitan or some other common magazine?…and the answer is “no” again. Companies that offer truly unique and luxurious goods don’t want publicity, because their biggest fear is that image of their product is going to become common. However, one of such companies chose a different, unique marketing campaign. Audi, introduced its’ new super sport vehicle R8 in 2006. Not only the marketing campaign but the whole approach of creating the vehicle was very unique, and time showed, really successful.
Audi approach in manufacturing this vehicle was to make it not only the cheaper than its competitors but also most drivable in its class.
After the car was released in 2006 it won numerous awards, interestingly enough people didn’t really care about the price, the biggest emphasis was put on the ease of the driving, and use. Main problem of Porsches, Ferraris, and Aston Martins is that if it broke, chances are you would have to send the car to one of the few repair centers, for Audi its all different. Audi is a big brand, with numerous services in every city.
Even though Audi is super common in most places as a car brand, it still managed to create a luxurious vehicle, with charisma and exclusive aura to it. Company also changed its view on traditional marketing for such product by showing many commercials in “regular” magazines, TV, it was even aired during Super Bowl, which considered to be the most expensive advertisement event, probably for a reason. Audi wanted publicity, they wanted children to have little Audi R8 models on their bed shelves, and in this particular case publicity worked in favor to them.
Many people have money to buy such cars, but only few of them will feel comfortable driving Ferrari, because it does demand certain amount of driving skills to reasonably fully utilize the vehicle. However, Audi created the drivable super car, and above all else also advertised it to the general public, which most of the companies would have never done, because it might have jeopardize their exclusive image. Audi, here, only benefited form it. People who have money, but never considered buying sport vehicle, because of the skill it usually demands, have been reminded of such option again. And what I learned from personal stories and opinion, many people did change their opinion on “sport” cars through Audi R8, and actually bought it. Keep it up Audi!