Audi’s promotion for their new Audi Q7 sports utility vehicle was recognized for its efficient manner of introducing and advertising the new model. The German automaker received the 2007 Sappi Print Media Efficiency Award together with Kempertrautmann, the advertising agency behind Audi’s award-winning campaign for Audi Q7 SUV. The two firms established effective means of advertising and supporting the launch of the vehicle in Spanish, German and Italian markets in March 2006 through Internet, TV, print ads, and CRM activities. Additionally, the campaign gained gold Euro Effie, another remarkable award in the automotive category.

Sappi produces coated fine paper used for communications industry worldwide. As said by Sappi’s European sales and marketing director Marco Eikelenboom, ‘We created the Sappi Print Media Efficiency Award especially for the Euro Effies to stimulate thinking about the efficiency of integrated marketing communications. As campaigns become more integrated, we are now seeing an increasing percentage of budgets allocated to print media. The Audi Q7 campaign clearly demonstrated its efficiency by generating 15,000 confirmed pre-orders for the SUV prior to its launch. Also it enabled Audi to exceed its first year’s sales targets by 10.2 per cent.’

The Saapi’s presentation of award is part of the 2007 EACA Euro Effie Awards. This event recognizes the effective and supportive European cross-boarder communications.

The big budget allotted by Audi and Kempertrautmann for the print advertisement brought positive results. The 40 percent budget for printing was able to attain the worth and effective promotion for Q7 SUV, targeting the interest and trust of audience on print advertising. The major print medium chosen were business and automotive magazines as well as Pan-European and national daily publications. Different angles were shown in large-format and double-page advertisements that demonstrate cars including Audi Q7 driving on sand, ice and wet streets. Showing the new Audi model driving on those surfaces emphasizes its high performance technology and active character.

Audi Q7 SUV not only deserves to achieve a notable award; it also gets and maintains the best image of car in the SUV section.

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