Audi Q3: Destination n3xt

RAPP Sydney has launched 'Destination n3xt', an integrated campaign to introduce the Audi Q3 urban SUV to the Australian market. Pre-launch activity kicked off with Audi Australia’s first Augmented Reality iPhone app – a unique Australian development for the Q3, which allows consumers to see and virtually interact with a life-sized Q3 in-situ, including changing exterior colours and wheels. The app also activates hotspots with more information about the new premium vehicle. It was supported by ambient placements at Sydney, Melbourne and Brisbane Airport terminals, which triggered the Augmented Reality concept.

Complementing the app is a microsite and mobile site that communicate how Audi Q3 – a blend of urban SUV and luxury – is 'Destination n3xt' for Australian drivers. Destination n3xt is specifically designed for forward-thinking drivers. It’s about looking ahead, being ahead of the curve and of course, opting for a car that enables this lifestyle. The sites allow drivers to enter their area code to gain access to personalised destination information, helping them to identify the social activities in their area that are happening next.

The launch of the TVC, which went to air earlier this week, further focused on the 'Destination n3xt' messaging and was supplemented with display banners, homepage takeovers, print, press and outdoor executions as well as the iPhone app, which will remain accessible to consumers throughout the campaign.

RAPP Senior Business Director, Volker Woerz, commented: "The Destination n3xt campaign theme is the perfect expression of the Audi Q3's progressive positioning. A leap ahead in concept as well as technology, it's what forward thinking urban drivers are looking for. Destination n3xt is not just about where this prestige urban SUV can take you on the map, but also where it can take you in life."

Audi Australia General Manager, Marketing, Janet Markus, commented: "The Audi Q3 is designed for what we call 'urban navigators', people who are forward-thinking, living actively and always on the look out for what is new, interesting and engaging. The extensive use of progressive, or new, media reflected this. Our target audience also lives life on the go, so we needed a campaign that would use a variety of platforms, for example, ambient, mobile and online, that would access them in the right time, at the right place in their busy lives."

The Audi Q3 microsite is live until April 9th and can be found at Destinationn3xt.com.au.