Britain’s landscape is being transformed this month by vast outdoor advertisements – some up to 132 metres in length - which have literally ‘wrapped’ 80 landmark buildings across the nation to mark the May 1st launch of the new Audi A8 luxury saloon. A further 63 poster sites bring the total to more than 140 UK locations.
As part of the biggest outdoor campaign ever staged in the UK for a single period, numerous well-known buildings, such as Fort Dunlop near Birmingham, have been enveloped in one of the largest advertisements ever seen in this country. At the same time, poster sites will showcase large 96-sheet posters carrying the same message.
Created by London-based advertising agency BBH, the intensive five-week campaign is the largest ever mounted by Audi UK, and the brand’s first to move away from the more traditional television-only campaigns for major car launches.
Its aim is to capture the unique essence of the new Audi A8, highlighting its combination of sporting appeal and absolute luxury, and focusing on its unique aluminium space frame body shell construction. Equally importantly, it will portray the A8 as the embodiment of ‘Vorsprung durch Technik’ – the familiar Audi brand defining phrase that is set to be used more widely in Audi UK publicity.
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