Audi Rolls The Dice On The Super Bowl- Did It Work?

polls like this never carry out consistancy...

Here's one example of Ad's placing higher in one publishing while placing lower in another popular online website.

http://www.msnbc.msn.com/id/22844081/?GT1=10856

Who cares?! The "roll the dice" coment makes it sound like it was a last stand from Audi.

I am supprised on how many people came in or called today to come see the R8. It looks like we will sell an S8 because of the traffic.

amazingidiot-

again in the Audi post. When did the R8 become FWD? idiot

You bet it worked. Sure it may not be highest rated by the Ad Meter or USA Today but it grabbed millions of people in the United States, which is one of Audi's weakest markets, where they must improve if they are to catch BMW and Mercedes and got these people to realize that....hey Audi has one crazy-looking car that sounds amazing.

I was watching the Superbowl and people's reactions were great. Oohs and Ahhhs and wow everywhere.

People definitely noticed the Audi R8 and they will soon start to take greater notice of Audi because of it.

The car lit up its LEDs, roared its exhaust, and catapulted itself right out of that unbelievable mansion.

Anymore subjective comments out of you amazinIdiot?.....I thought so.

Notice how you and Larry are facing an army of Audi supporters, that should tell you something about your delusional viewpoint.

Maybe she finally got her wish :-p

What's wrong with you? Wherever that idiot has gone, i'm just glad she's not here anymore with her extra-long cut and paste article posts and her moronic Lexus fanaticism.

I enjoyed the Audi commercial. The commercial could have been edited to only showcase the R8 and it's exhaust tone, IMO. I believe someone mentioned that in another thread about the Audi commercial on this site.

The Budweiser commercial w/dalmations actually made my wife ask if the writer's strike covered commercials too.

I thought it was hillarious! Of course, my wife didn't get it. She figured it was from the "Godfather" movies but didn't connect the old Rolls/M-B facia with the new Audi zooming away. The hole concept was over-her-head, and if you didn't know that Audi is updating everything they offer, you'd be confused.

The problem......the group we were with asked more about the movie remake than the R8 itself. "Cool lights" was the only comment.

I certainly liked the add...creative...ok...but the best was when those LEDs lit up and the car just roared off the property.

On that note I will say that I think the hyundai commercials had a bigger impression on people. After the game I received like 3 texts from people asking about the '375hp hyundai?' and if its any good (being my friends 'car guy')...obviously thats what the adds are supposed to do.

I loved it but there were people at my party that had to have it explained, some guys even. For Godfather fans and car people it said something but as for the rest of the folks it was a miss.

It was an ineffective ad and a waste of money. It was too long, the ‘reveal’ came too late in the ad, and by my non-scientific observation most people didn’t connect the dots between the RR grille in the rich old geezer’s bed and the horse head from the godfather movies. It didn’t hold people’s attention either.

Audi NA appears to have some marketing problems. They should hire a head hunter and poach the entire marketing department of another brand (say, BMW...) who has the marketing down.

It especially disappointing because one of the best car ad's ever was the Audi 'ski jump' quattro ad from 1986 and 2000. They should have just used that and saved the royalties spent on the godfather clips. A better idea would have been to run a mainstream Audi and great winter vehicle, like the All-Road or an A8, up the ski jump and then for laughs, have an R-8 (with studded snows of course) do it too.

Now that would have been cool.

The ponderous ad they put forth was a complete waste of money.

No, because then Audi would still only be seen as "that AWD company." They want to break out of the box and become a true performance/luxury brand. Nobody cares about whether or not a supercar can go through the snow--they just want to see what it can do on the road.

NYBIMMER:

What is your experience in marketing to judge this commercial as a waste of money?
Have you read the comments of several people here saying that they work at a dealership and received more traffic and phone calls?
I work in a dealership, we received at least 20 calls on the R8 and other models, and we were pack all day long, which rarely happens on Mondays...
Also, I have been going to the same Gym for about a year now, and a few people know what I do for a leaving, tonite one of them call me up and said the name Audi and I was instantly surrounded by half a dozen gym members, bombarding me with questions, 3 intend to come to see me and "discover" the Audi brand.
So sorry but this ad worked perfectly.

Not to mention that Yahoo and MSN show the Audi ad ranking number one.

So go enjoy your BMW, we all know BMW stands for Brings More Whinning

The reaction from the Super Bowel Part I was at was, "What the hell was that?". Nobody was impressed. The did mention seeing the R8 at our local auto show and commented on how nice the car was, but thats it.

I personally thought it was lame, sure the Godfather is an iconic movie, but its 30 years old and every parody is sooooo cliched including this one. If they want to be thought of as an innovative company why copy countless others. If their are warning old luxury, why show a sports cars?

My opinion a complete waste of time & money for Audi.

Firstly, Go GMEN!!! Ill be at the parade tomorrow, celebrating this glorious victory over our inferior foe's from the north. Too baaaaaaad guys, maybe next yaaaaah..

Oh and the commericial was terrible, im suprised any advertising agency let it pass. The only thing consumers will retain about the as is, the tribute to the godfather not the fact that it was an Audi commercial. Good commercial, poor execution.

It was a cool commercial.

I think the Audi commercial was successful. I had a friend (who doesn't know much about cars) text me and say 'That R8 is hot! how much does it cost?'

If you're not a fan of the Godfather and you didn't get the reference, then you should be shot anyway. What good are you?

Giants won!! yahh trick yahh!!!

Giants won!! yahh trick yahh!!!

it was good, but audi should have shown the audi R8 racing against an M6 and SL AMG to make an impression old luxury is dead, but anything could only help.

That's true. It would've been cool to see it outrun an M-B or R-R... to truly show that "old luxury" is dead. BMW? I don't think of them as old luxury; they're on the same page as Audi.

I think the problem with that is the SL is still a d@#n sexy car, it might draw the eye away from the Audi for some viewers. Best just to show one brand and be sure everyone is watching.

I thought it was upsetting so what I thought was a vintage Mercedes destroyed. However, a friend of mine did say "that is that car," so I guess the ad worked. The genesis add was more compelling though.
http://www.ecobeteater.com

That car shook me to my soul.The R-8 is wan of the hottest cars on the planet!

"one" sorry i'm still shook up!

I don't care about whether or not the commercial worked because I love the R8 regardless, but most of the people where I was were interested and asked me what it was when the ad was over.

I do think it should've focused more on the R8, though.

Thats because they know your an Audi nut. Im sure you dropped some knowledge on them.

In general I saw a lot more ppl, talking about the Genisis.

i think it work, "those headlights" i know a few people talking about it, and the Genesis,

best auto ad of the superbowl

I must admit the front end of the R8 look very sexy on tv and although it may be an expensive car to try to advertise where the average person won't be able to afford it was a good move. Give credit where it is due

Where i was, the Genesis ad sucked some people in at first when they were just showing the car (generic sedan) but everyone lost interest when they showed the Hyundai logo at the end.

nice ad ...

I like it "old luxury shits itself because of the fear of a new generation coming" not a too bad idea ...

As that beautiful Audi raced towards the camera, I got goosebumps!!! ( I bet some of you got them too! )

I believe that this was an effective ad for Audi and possibly even other vehicle marques that are shifting their image. It stirs the emotions for people that know of The Godfather movie, car fans and even more for people that relate to both.

I read this from 'theoptimistpessimist':

"If their are warning old luxury, why show a sports cars?"

Here's my answer:
That's simply the point... Hood ornaments, excessive chrome, soft suspensions along with a long list of other items are OLD LUXURY

Sportiness, technology, unpretentiousness, beautiful clean design and another long list of things are NEW LUXURY

Today all premium brands are the "new luxury": MB, BMW, Jaguar (XF), Infiniti, Lexus, Acura, Cadillac ... All offering non-excessive designs, sporty cars, featuring advanced hi-tech, etc. Old luxury as defined by you (and Audi as well) is non-existent today. Audi are fighting an imaginary rival here.

My concern as well: what does an exotic (excessive?) super-car to do with luxury? Not much.

And if Audi want to point out super-cars are the new luxury, then they shot themselves in the feet since they're featuring only one super-car in their product portfolio. The other Audi cars are by this latest definition still ... "the old luxury". How ironic.

how accurate of an assesment

You're right TimE and now I'm definitely expecting some deboosting on my comment.

LOL

old luxury= badge brands in the US, they have the badge, but may or may not have a quality luxury vehicle

new luxury=Audi=engineering and technology creates a truly luxurios and sporty vehicle

that's the message, look at the behind the scenes video on the website

Chewy-

I just had a "Back to the Future" moment. BMW did that in the seventies, ala Barvia and 2000 Tii. Whats new here?

blah blah, here is a commercial with our 100K plus car that only 1% of the population can afford.

Good commercial, I'm sure it will bring people into Audi dealerships but I doubt every dealer is going to have one on display.

Audi is redefining itself as "The New (Modern) Luxury Brand" rather than the old luxury (Mercedes/BMW/Lexus). I think the ad made the point clear. Sure, it takes some brain cells to figure it out but even for someone who has not seen the movie (Me), it was not difficult to do so.

The "Modern Luxury Brand" is a smart approach to their marketing. There is no need to copy other german one-dimensional brands' advertising. Audi has had great ads in the past, they just have not been consistent over time and widespread enough to penetrate the market and create awareness.

(Brand) Positioning is not done in vacuum. To position the brand a contextual frame is needed: a brand has to be positioned against something - quoting similar or different characteristics / advantages the rivals have.

In this Audi ad the contextual frame is completely missing: not defining who are the "old luxury", and who are the "new luxury" Audi are referring to. It may appear the ad is saying Audi is the only "new luxury" brand. Yet this is definitely not true! And such claim would be very arrogant.

How can Lexus be old luxury? They are just "old luxury" for old people.

The Audi ad was very weak. It got the (low) rating it deserved.

Let's face it - Audi is 5-10 years late to the New Luxury party. Sure, its a big party and growing, but don't act like you're queen of the dance just because you were the last one in the door. Produce better and better versions of the A4/A8 for the next 10-12 years and then we'll see. In the meantime, grab a nice spot over there by the wall because the floor is full.

Interesting comment considering the many awards the A8 has won over the last several years not to mention all the comparisions against the competition. I don't think they are late considering they've been in the business for over 100 years. You've heard of Horch I assume?

Audi of downtown LA has a R8 in showroom. Made S8, TT, and S5 look even better.

The ad was a success, there is no question. It has brought people to the showrooms where they can discover the brand, many for the first time and that is the goal of any advertising agency. The fact that they chose an audience of millions to do it in front of only makes them look smarter.