- Audi reveals first ever AFL marketing campaign to support partnership with the Hawthorn Football Club
- Greatness Never Rests features a 45 and a 30 second TVC to be aired nationally from 6 May 2016
- New campaign developed together with 303 MullenLowe
Sydney, May 6, 2016 - Audi Australia PTY LTD officially launched its inaugural AFL marketing campaign in Sydney today, aptly named Greatness Never Rests.
Designed to showcase Audi's dynamic new sponsorship with three times reigning AFL Premiers, the Hawthorn Football Club (HFC), a 45 and a 30 second television commercial was also unveiled, featuring three of the Hawks most successful players.
Audi was named the Hawks Principal Partner in 2016, marking a major sponsorship milestone for the German luxury carmaker.
"We are incredibly proud of our partnership with the Hawthorn Football Club. Not only is it the first time we have aligned ourselves with a leading national sporting club in Australia, we are the only premium automotive brand in AFL. Hawthorn's credentials and club philosophy were a major factor in our decision to sponsor the Club," said Audi's Managing Director, Andrew Doyle.
"Audi has a comprehensive sponsorship portfolio in Australia and as a partner, our goal is to be as active, engaged and visible as possible, creating a genuine culture of collaboration with the Hawthorn management and players. The partnership affords us with strong visibility nationally and in the Hawks we have found a highly professional partner that is as keen to achieve greatness as we are as a brand."
The Greatness Never Rests campaign was conceptualised by Audi's creative advertising agency, 303 MullenLowe.
"The idea behind Greatness Never Rests, lends itself as a powerful insight because it's at the heart of what drives both Audi and the Hawks to achieving ongoing success year after year," 303 MullenLowe, Executive Creative Director Richard Morgan said.
In a bid to bring Audi's major milestone sponsorship to life, a TVC was created high above the streets of Melbourne's CBD, titled The Impossible Goal.
Featuring Audi brand Ambassador and Hawks Vice Captain, Jordan Lewis, along with team mates Luke Breust and Isaac Smith, the players were tasked with the challenge to kick a seemingly impossible goal from one rooftop to another, with specially adapted LED footballs, designed to be trackable against the night sky.
"At Audi, setting goals is what drives us and pushes us to greater success.The Impossible Goal was designed to give the Hawks an unique test, in the same way that Audi tests itself every time we create a new vehicle – it is what we refer to as Vorsprung durch Technik. We are incredibly proud of this new campaign and what it represents for the brand here in Australia," said Audi Australia's General Manager Marketing, Kevin Goult.
Directed by The Sweet Shop's Noah Marshall, the TVC features the all-new Audi R8, which was flown to Australia from Europe exclusively for the shoot prior to its official release in Australia next month.
Audi also engaged with the Hawks faithful, inviting fans to be a part of the commercial, watching the action from Little Bourke Street.
Greatness Never Rests launches nationally on 6 May, 2016 and will be followed by a two minute behind-the-scenes film, plus a series of online videos, which pit Hawthorn players against the all-new Audi R8.
The online films will run on YouTube and via Audi Australia and the Hawthorn Football Club's social channels.
Agency credits
Agency – 303 MullenLowe
Executive Creative Director – Richard Morgan
Chief Strategy Officer – Jon Mckie
Head of Art – Adam Whitehead
Head of Copy – Sean Larkin
Head of TV – Sean Ascroft
Group Business Director – Georgie McGarr
Business Director – Laura Dewey
Business Executive – Jen Wood
Production Company – The Sweet Shop
Director – Noah Marshall
Producer – Tony Whyman
Post Production – Jon Baxter
Editor – Tim Mauger
Music/FX – Rumble Studios
About 303 MullenLowe
303 MullenLowe is a communications agency that seeks to create work that delivers transformational change and growth to its clients businesses. The agency believes in ideas that can invite participation, lead to action and deliver a better return on a client's advertising investment. 303 MullenLowe's leading performance at the Effies is testament to its work's effectiveness. Clients include: Audi, IKEA, Cash Converters, Qantas Frequent Flyer, Harley Davidson, NSW Health, Unilever, Lend Lease, IMB, TAB and Fujitsu General.
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The Audi Group, with its brands Audi, Ducati and Lamborghini, is one of the most successful manufacturers of automobiles and motorcycles in the premium segment. It is present in more than 100 markets worldwide and produces at 16 locations in twelve countries. In the second half of 2016, Audi will start production of the Q5 in San José Chiapa (Mexico). 100-percent subsidiaries of AUDI AG include quattro GmbH (Neckarsulm), Automobili Lamborghini S.p.A. (Sant'Agata Bolognese, Italy) and Ducati Motor Holding S.p.A. (Bologna, Italy).
In 2015, the Audi Group delivered to customers approximately 1.8 million automobiles of the Audi brand, 3,245 sports cars of the Lamborghini brand and about 54,800 motorcycles of the Ducati brand. In the 2014 financial year, AUDI AG achieved total revenue of €53.8 billion and an operating profit of €5.15 billion. At present, approximately 85,000 people work for the company all over the world, about 60,000 of them in Germany. Audi focuses on new products and sustainable technologies for the future of mobility.