Audi has unveiled an outdoor initiative to announce the forthcoming debut of its Q5, a compact crossover SUV marque, in the Japanese market. Set on the upper exterior of Matsuya Ginza, a well-established department store in Tokyo’s upscale Ginza shopping district, the ‘Coming Soon’ campaign features large-scale images of the car on red ribbons held by a female hand.
A spokesperson from Ogilvy Japan, the agency responsible for the creative concept and execution, explained that the core idea behind the work was to present the vehicle as a gift, while emphasising its sophistication and elegance. The spokesperson added that amidst shrinking investment in advertising from carmakers in Japan, Audi was the first to have employed the building-wrap technique as part of its advertising. Ogilvy worked alongside Media Concierge, an agency specialising in unconventional marketing methods, for the campaign’s media strategy.
In addition to the promotion of the Q5, the store will exhibit Audi’s A6 and R8 models on selected dates over the coming weeks. In particular, the A6 is to be displayed during Matsuya’s shobikai, a sale allowing executive customers to buy selected and limited edition products not usually available on the premises.
The campaign is set to run until 19 March, while the Q5 will be available from May. Details of further promotional activities have yet to be announced.
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