Audi Positioning + Brand Narrative

Mercedes E-Class Conquest

We built this campaign to position the aging Audi A6 against the new Mercedes E-Class. The press reviews offered three persistent observations:

+ Mild disdain for the flashy ostentation of the Mercedes styling
+ Low-grade grumbling about the A6’s boringly un-updated design
+ Slackjawed amazement at the Audi’s modernist luxe interior

Here’s how I positioned the Audi A6.

These were developed as part of the CRM program below.

Audi CRM

Every Audi model has a storyline. My job was to find it. I dug through endless reviews and owner forums to shape a positioning narrative for every model in the lineup, then told each story in two touches.

Competitive Research | Positioning | Copy