Rolling out the red carpet for some of the hottest celebrities - the casts of "Glee" and "Modern Family" - Audi focused attention on some of its new models during Emmy week recently. Chantilly, VA used car customers don't have to be famous to get the same treatment, though.
Audi has actually been wooing the Hollywood crowd for several years now, with chauffeured fleets of cars for award shows, sponsoring events like the AFI film fest and loaning cars to stars for photo ops. Audi has put itself in the spotlight to get its image in the minds of the public as well as the rich and famous. Audi even makes it on-screen in the "Iron Man" movies.
Your Chantilly, VA new car dealer is excited to have the A-list driving and riding in its cars and would love to give you the royal treatment too. With a marketing budget smaller than many of its competitors, Audi has taken depended on creativity to get noticed. And it seems to be working.
Chief Marketing Officer of Audi USA Scott Keogh explains that "hammering it home day in and day out with ads" isn't what will get a car noticed. "It needs to be more real and authentic," he added. Well, if you consider Hollywood real, then I guess it counts.
The benefit of taking it to the big screen crowd was the potential for huge exposure. One close-up shot of a celebrity arriving in an Audi often will be viewed by millions of people and is certainly cheaper than prime-time ads. Get an Audi model into a blockbuster film and that exposure is almost immeasurable.
Chantilly, VA used car buyers must have been at least subtly influenced by star power, because Audi's sales were up 27 percent for July over the same month last year in the U.S. and an almost unbelievable 149 percent in China. The Audi TDI clean diesel models and SUVs have seen sales increases from their Hollywood connections.
Audi has been working to refine and redefine its image since the late 1980s and they have certainly succeeded. When you visit your Chantilly, VA new car dealer you will see models that have appeared in movies like "Date Night" and "Transformers". The serious movie career of the Audi, though, actually began with Will Smith in "I, Robot" in 2004. The screen tests just keep coming back golden!
"There are more opportunities out there. It liberated us in our thinking and got us recognized as a result," Keogh said. Maybe eventually Audi can have a series of films based on one of its models just like Herbie - the "Love Bug" who went bananas. Or maybe Audi can start chauffeuring major athletes. Tiger Wood needs a new image, right?
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