2010 Audi S4 - Story Board & Print Ad Series - Mika & Mo

The idea for the ad and storyboard we decided to use is preparation, patience for what you want, and the payoff when you finally get it. We're pretty happy with the way everything looks (which says a lot - especially for me). Taking the photos was a pain in the ass at times because trying to match reality with what i've decided i want in my head is always a tough endeavor, you have to compromise and improvise.

Ad series sketches

These are the sketches for the ad series we want to create. Seems like it's going to be very difficult and photoshop intensive since the car doesn't exist, and it's hard to come up on $2500 racing uniforms...yay.

Ad sketches - Mika & Mo

Scanner problems are awesome.
Anyway, here are our sketches, we decided to each do 10 sketches and tried to make them self explanatory in the ads themselves. Feel free to ask any questions and leave comments! :)



Audi has always been about technology and being the first to implement it, with these ads, especially the second set, we tried to show that among other things.
The new S4 is the "greenest" of its competitors thanks to Audi's race proven FSI technology that has won them 6 Le Manns championships in a row. Audi has gone from a V8 back to forced induction with their new V6T which is supercharged and achieves 28mpg highway.
The new S4 has a new sport differential coupled with its legendary quattro all wheel drive system which is now rear-wheel biased for a sportier drive and feel.
The quattro all wheel drive system is all weather capable, and incredibly fun to utilize on twisty roads.
They offer VW/Audi's Direct Shift gear-box which operates with dual clutches for incredible shifting speeds (not advertised) along with a standard manual transmission.

We also wanted to show that although the new S4 is race bred, that it is still incredibly elegant and understated.

Here are some more facts about Audi that a lot of people aren't aware of:

*Audi = Latin translation of the founder's name, Horch.

* 1934, first use of a mid-mounted engine with the help
of Dr. Ferdinand Porsche

* 1937, first use of aluminum

* 1993, first use of Aluminum Space Frame design in production

* 1980, first use of Quattro, our revolutionary all-wheel drive system

* 5,000,000 kilometers of testing before production

* 9,621 patents, most ever by an auto company

* 62 wins in 79 Le Mans Races, First ever by a diesel 06/18/2006, First using Bio-Diesel 2008

* 2/3rd's of Audi concepts become a relaity

* Audi sales versus Lexus 906,000 to 430,000 worldwide

* 2000, Introduction of FSI thorugh racing. Our revolutionary sequential fuel injection system.

* Winner of 14 International Touring Car Championships

* Never produced a car with any less than a Five Star side-impact rating

* There are 36,520 stitches in the leather interior of our A8L models

* Cold weather accoustic testing onour cars is done -40 degrees.

Brand Research

History

Audi Ag, Known as Audi is a German automobile manufacturer that was founded in 1910s by Augus Hoch (his original name was Audiwerke Gmbh) Audi has been almost wholly owned by Volkswagen group since 1964. The tagline Is advancement through Technology. North American tagline is Innovation through technology. As of 2006 the tagline is Truth in Engineering.
In 1932, Audi merged with Horch, DKW, and Wwandere to form Auto Union. The Audi emblem is four overlapping rings that represent the four marguqes of Auto union. It symbolizes the amalgamation of Audi with DKW. The first ring represents Audi, The second represents DKW, the third is Horch, and the fourth is Wandrere.

The build up and onset of WWII encouraged the development and production of special vehicles for military purposes in the 1930s. The Auto Union became an important supplier of vehicles to Germany’s armed forces.
Modern Era of Audi: Volkswagen introduced the Audi brand to the U.S. for the 1970 model year. The first new car of this regime was the Audi 100. The Audi image at this time was conservative one
Currently Audi sales are growing strongly in Europe. Recently Audi has started offering a computerized control system for its cars called Multi Media Interface (MMI)

Audience:

target audience is very wide: family college students, company executives. However, our primary Audience will be executives. Business people who need to show off their cars to their surroundings.

Competitors are the Mercedes Benz and BMW.

Strategy: To attract primary Audience, we will tell people to replace Mercedes Benz/ BMW to take their luxuriousness to next step. Kind of like the latest Audi commercial: Replacing old house/Benz to new house and Audi. lol

Reference Board: Audi has rally heritage so we will incorporate that into their luxury look. EX: dirt road that leads into the city.

Information by Mika & Mo