Audi launched its 'Departures campaign' that directly targets buyers looking for luxurious automobiles through a responsive magazine advertisement. It features the different lighting components of the auto label's new A8 model for 2019. It lights up to captivate magazine readers' attention and initiates direct engagement with the vehicle with an actual key fob. The Departures campaign was launched in the November/December issue in 2018, reaching 25,000 readers by providing them with a faux key fob.
The buttons on the fob can activate locking and unlocking the printed car using the light-up insert. The main component being highlighted is the responsive lights that create a physical connection between the car and the driver. This targets a premium demographic as the Departures magazine is exclusively available for Platinum Discover Card Members of the luxury publication.
Responsive Print Car Ads
Audi's Departures Campaign Invites Readers to Engage Using Key Fobs
Trend Themes
1. Interactive Print Ads - Opportunity to create engaging print advertisements that encourage direct interaction with consumers.
2. Responsive Advertising - Potential to implement responsive advertising campaigns that utilize interactive elements to capture attention and drive engagement.
3. Targeted Marketing - Advantage of targeting specific demographics through exclusive publications to maximize advertising impact.
Industry Implications
1. Automotive - Disruptive innovation opportunity for car manufacturers to incorporate interactive print ads and responsive advertising technologies to attract buyers.
2. Publishing - Opportunity for luxury publications to offer targeted advertising solutions that leverage interactive print ads, enhancing reader engagement and advertiser reach.
3. Advertising - Potential for advertising agencies to develop innovative campaigns that bridge the gap between print and digital media, utilizing responsive elements to make ads more interactive and impactful.