Audi A6 | Mercedes E-Class Conquest

We built this campaign to position the aging A6 against the new Mercedes E-Class. A deep dive into the press reviews and owner groups revealed three persistent refrains…

+ Mild disdain for the ‘fussy angularity’ of the Mercedes
+ Low-grade grumbling about the A6’s boringly un-updated design
+ Slack jawed amazement at the Audi’s modernist luxe interior

The campaign turns Audi’s disadvantage into a positive brand value.