Clever Audi billboards rise above the hustle and bustle, highlighting their electric vehicle models
In a bold move to stand out in the crowded electric vehicle market, Audi's latest billboard advertising for the A6 E-tron is making waves. The campaign, created by BBH's Barn team, is deconstructing the Audi A6 Sportback E-tron into bite-size selling points, offering a refreshing change from traditional car ads.
The billboards, strategically planned using a sequential media strategy managed by PHD, are simple yet effective. They communicate a single message in an unexpected and memorable way, breaking the mold of traditional car ads as stated by Uche Ezugwu, Creative Director at BBH.
The billboards showcase innovation and performance in a refined, effortless manner, focusing on the design of the cars, a strength that sets Audi apart from competitors like Jaguar and Tesla, who are sometimes criticized for potentially missing this aspect. The billboards express Audi's traditional brand focus on luxury, innovation, precision, and progressive design.
The campaign starts with a folding guide for a paper aeroplane, with the Audi A6 Sportback E-tron sliced across the page. Once put together, the aeroplane reveals the whole car, offering a unique and engaging experience for passersby.
The billboards highlight the car's range, fast-charging capabilities, technology, and aerodynamic performance. Audi is being recognised for its understated and effective design in the luxury electric vehicle market.
Meanwhile, Volvo's AI advert is an example of how not to sell an electric car, with its overly complex and confusing messaging. On the other hand, Tesla's sales pitches, such as live presentations from the White House for the Cybertruck, are described as a farce.
This list of billboard ads is sure to provide inspiration for the OHH campaign, showcasing how effective a well-planned and well-executed advertising campaign can be in capturing the public's attention and driving sales.
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