Communica was awarded the assignment to develop a global advertising campaign to introduce a new multi-billion dollar venture, Auria, to the automotive manufacturing and design community worldwide.
Having been instrumental in the development of the organization’s verbal and visual identity—including its name and logo—Communica’s creative team developed an advertising campaign to introduce this four billion dollar global start-up in a visually dynamic and arresting manner. The series of three ads were purposely conceptual in approach, effectively teasing the audience to want to learn more about this new entity within their marketplace. Visually, the ads adopt a look that might be more expected within the fashion world, helping the organization to stand out from the ads of its competitors, and further build intrigue and excitement for the new brand.
Our global launch campaign utilized Automotive News, Automotive News Europe, and Automobilwoche to coincide with the 2017 IAA-Frankfurt Motor Show, the largest and most prestigious automotive industry event in the world. In addition, a looping video of all three launch ads greeted all international visitors in the baggage claim area of Frankfurt Airport. Digital and social components were other tactical vehicles employed.
The results? Auria was able to positively distinguish themselves from their competitors with a look and feel that created interest and thousands of hand-raisers via millions of impressions.