2016 Winners & Shortlists

A8 PERFECT CLARITY

BrandAUDI
Product/ServiceA8
EntrantMEDIACOM MENA Dubai, UNITED ARAB EMIRATES
CategoryUse of Print
Advertising Agency TONIC INTERNATIONAL Dubai, UNITED ARAB EMIRATES
Media Agency MEDIACOM MENA Dubai, UNITED ARAB EMIRATES
Entrant Company MEDIACOM MENA Dubai, UNITED ARAB EMIRATES

Brief Explanation

With one-in-three cars on the Emirati roads considered a luxury sedan or SUV, the UAE is a uniquely premium market. In fact, the statistic of 33% is four times the Global average (9%). The good news for Audi is that means there’s a massive opportunity to gain a much higher proportion of premium model sales, However, with so many high-end cars on the road creating such a competitive and cluttered marketplace, the need for distinctiveness and differentiation is critical. Therefore, we had to find a completely unique way to communicate the Audi A8’s ‘state-of-the-art luxury’ to affluent C-Suite executives.

Results and Effectiveness

By partnering with Bloomberg, we developed an original and disruptive way of communicating to a notoriously hard-to-reach (and stubborn) audience in a completely credible environment. Through tailoring each magazine to the Bloomberg reader, we also breathed life into a traditional (and somewhat restrictive) format by creatively demonstrating the A8’s state-of-art-luxury. Finally, our biggest results came from the competition with both Mercedes-Benz and Jaguar sending a request to Bloomberg Businessweek that they pull the campaign and some congratulations from our peers!

Creative Execution

Through Bloomberg’s database of subscribers from across the Region we were able to identify exactly which make and model of car the reader currently drove. Using this valuable data we created a series of fully customized and personalized issues of Bloomberg Businessweek for its Middle-East subscribers. Our idea created huge disruption straight from the outset by featuring the readers name and car on the front cover of the magazine. Whether you were a Mercedes, BMW or Jaguar owner, our tailored magazines gave us the comparative context needed to help bring the A8’s best-in-class features to life.

Insights, Strategy and the Idea

In order to stand out from the competition, we had to play to the A8’s keys strengths – its combination of timeless elegance with the latest Audi Innovations. We needed to demonstrate to our highly influential target that for once in their lives they were making the wrong decisions by opting for mediocre design and technologies. To get our audience questioning their own judgment in a challenging but non-confrontational way we required the perfect media vehicle. We identified Bloomberg Middle-East as the most credible partner – a media giant that has been setting the agenda of International business for decades.

Credits

Name Company Role
Mayan Fathallah MediaCom MENA Associate Director
Nick Tapley MediaCom MENA Innovations Director