Audi: Vorsprung durch technik - IPA Effectiveness Awards Case Study 1988

Brief Description: 1982-7 campaign to change Audi's image which was lacking a clear identity, not due to quality but seen to be emotionally unattractive compared to BMW and Mercedes. Campaign used mainly TV. 'Vorsprung durch Technik' was devised. Attitude surveys showed a change in marquee evaluations establishing Audi as a prestige car. Image and awareness improved. ;---(TAGS)--- Full Title: Vorsprung Durch Technik : the change of Audi marque image 1982-87 ; Number: 1988/27 ; Brand Name: Audi ; Client: Audi UK ; IPA_ProductCoding: Automotive (Motor cars) ; Agency: BBH ; Author: Charlie Robertson ;