Audi Conquest Campaign

Positioning the A6 against the Mercedes E-Class

Research | Writing | Creative Concept & Direction

Audi needed a conquest campaign to challenge the Mercedes E-Class, but the strategy team was way behind. I decided to do the strategy myself. I scoured the trade press for reviews on both models, plowed through Audi user groups and hundreds of owner reviews, and in the end found three persistent refrains:

+ Mild disdain for the flashy, ‘fussy angularity’ of the Mercedes styling

+ Low-grade disappointment with Audi’s ever-conservative styling

+ Gape-jawed astonishment at Audi’s ‘modernist luxe’ interior

All of this played right into the hand of brand built on understatement and inner affirmation. We opened with an interior shot…