The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Audi they do that? Daft Punk on board for RAPP's wraps

Author

By Steven Raeburn, N/A

May 24, 2013 | 2 min read

RAPP Sydney has developed an extensive creative campaign in conjunction with digital creative agency Holler Sydney for clients Audi, featuring the elusive French music artists Daft Punk.

The elevator wrap

Mediacom Sydney undertook the media buying for the campaign, which encompasses traditional media, national TV, cinema an “innovative association with VIVID Sydney” and an experiential execution.

During the VIVID event, artistic interpretations of the A3 will be projected onto the back of the historic George Street warehouses.

Daft Punk have licensed the use of their twelve year old track Harder, better, faster, first released in 2001.

"The locally developed headline 'Ahead of its class' is a confident statement on the positioning of both the Audi A3, paying homage to our launch and continued development of the premium compact segment, and also to the Audi brand ethos - Vorsprung durch Technik,” said Kevin Goult, Audi general manager marketing.

"This campaign also sees us making the most of the largest out-of-home buy the company has ever purchased, with eye-catching billboards and clever media placements like our elevator wraps and consecutive street panels that allow us to promote the high level of quality on both the car's exterior and interior, and standard features like leather upholstery, automatic climate control and multi media interface with touchpad, a full colour slimline pop-up screen and integrated radio."

The elevator wraps involve featuring pictures of the car on the exterior doors, with the car’s interior displayed within.

Trending

Industry insights

View all
Add your own content +