1. Nick Bridgers
Brittany McKinney
Brent Schneider

2. Audi "Green Police"

3. "Vorsprung durch technik.”
This translates to "Advancement through
technology."

4.  Audi is trying to keep up with the “Green
Movement” and produce cars that are more energy
efficient and eco-friendly to fit the growing
demand for green products.
 The Audi A3 TDI uses "clean diesel" technology to
help lower emissions and increase fuel efficiency.
 The ad is talking to consumers who want to be
energy efficient and drive a car that is better for the
environment.
 The main thing Audi wants to say is that the TDI is
more eco-friendly and "green" than other vehicles,
but still carries the Audi name and quality.

5.  Adults (predominantly men) who are in their
late 20s to late 30s who:
 Can afford the Audi prices
 Are car enthusiasts
 Care about status and using their car as a status
symbol
 Are environmentally conscious and want to “do the
right thing”
 Are middle-upper class

6. You can be eco-friendly and still drive
a high-performance, stylish car.

7.  Rational reasons to buy the Audi A3 TDI
 Have a vehicle that has lower emissions and is fuel efficient
 Have a high performance car
 Emotional reasons to buy the Audi A3 TDI
 Brand loyalty and attachment
 User status
 Hurting the earth if you don't drive a fuel efficient and lower
emissions car
 Major copy points
 Green Car of the Year
 “Green has never felt so right."
 What else can be said:
 Audi conducted the Eureka! Diesel Drives the Future, which
was a demonstration to show how diesel technology has the
potential to improve emissions and reduce fuel consumption.

8.  Logo
 Slogan
 “Truth in Engineering”
 Sources of Awards- Green Car of the Year
Award was given by Green Car Journal
 “Clean Diesel”

9.  The ad was extremely successful in meeting its
objectives.
 Encourages being eco-friendly by the car a person
drives and in many other aspects of everyday life
 Catches the attention of someone in the market for a
new car, especially if they want a more efficient
vehicle
 After watching this commercial, the audience should
want to find out more information about the TDI
Clean Diesel

10.  USA Today says the "Green Police" ad was the
most appreciated automaker Super Bowl ad in
2010 and the sixth most in the USA Today's Ad
Meter.
 it was the only automaker to make the top ten.
 An article in CBS News states that the ad was
offensive instead of effective.
 "green police" seemed to criticize and make fun of
the green movement, instead of being an advocate
 Advertising Age thought that this ad was
effective as a broadcast video strategy.

11.  The Super Bowl was definitely the appropriate media
buy
 Created a lot of buzz, even after the Super Bowl
 Over 2.2 million views on YouTube
 Placement of the ad was good
 Ad ran during the fourth quarter
 Honda and Hyundai were the only other automakers that were
showcased during the fourth quarter
 A thirty-second commercial during the 2010 Super
Bowl was roughly $2.5 million
 This ad ran for a full minute, so the cost was doubled
 After seeing the commercial, the target audience would
be enticed to find out more about the Audi A3 TDI.

12.  Audi extended its Super Bowl buy with other
communications components before the ad
actually aired.
 Audi created a series of public service
announcements that talked about "napkin abuse,"
which urged people to only use one napkin at a time
to try to save a billion pounds of paper each year.

13.  We thought this ad was very effective and
successful, although it received a lot of
criticism and we would not change much
 Would only add more information about the
A3 TDI “Clean Diesel” itself in the commercial

14.  Emotional
 Fear of endangering the earth
 Humor with the "Green Police" arresting people for
not being eco-friendly
 Preemptive
 "Green car of the year"

15. Don’t let the Green Police get you!

16.  http://quotulatiousness.ca/blog/2010/02/11/au
dis-target-market/
 http://content.usatoday.com/communities/green
house/post/2010/02/audis-green-police-ad-stirs-
controversy/1
 http://content.usatoday.com/communities/drive
on/post/2010/02/audi-is-only-automaker-to-
score-big-on-super-bowl-ad-meter-1/1
 http://www.cbsnews.com/8301-503544_162-
6186859-503544.html
 http://adage.com/mediaworks/article?article_id
=145990