Audi Buying Ad Time On 2009 SuperBowl. Should They?
Agent009 submitted on 12/10/2008 Official Bell & Ross Timestamp: 2:38:02 PM
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After tremendous consumer and critical reaction to its "The Godfather"-inspired ad in Super Bowl XLII, Audi of America today announced it has purchased a 60-second slot to advertise in the first quarter of Super Bowl XLIII.
Last year's Super Bowl ad was the first in nearly 20 years for the company. The spot's unique creative elements scored big points with viewers. According to Collective Intellect and Nielsen Buzz Metrics, Audi was the number two Super Bowl advertiser in total buzz after the game. In the months following the game, traffic to www.audiusa.com increased almost 200% and the Audi R8 became the top search term on Google immediately following the ad's airing.
"Last year's Super Bowl ad put old luxury on notice that Audi was setting the new standard in the American luxury market," said Scott Keogh, chief marketing officer, Audi of America. "With this spot, we plan to build on the success we've enjoyed in 2008 to make 2009 a year of progress and market momentum for the Audi brand."
Audi experienced a record year for sales in 2007. In 2008, despite the worst sales climate in nearly 25 years, Audi has increased market share against other imported luxury brands to 8.6%, up from 6.2% just 12 months ago.
Audi's advertising agency, San Francisco-based Venables Bell & Partners, created the ad.