Scott Keogh, chief marketing officer at Audi of America, isn't happy that so many potential buyers aren't aware of the brand's flagship A8 sedan. So Audi will spend $25 million in a bid to increase Audi awareness.
The automaker will kick off a campaign in January that will include heavy television advertising, including during football games, said Keogh. The campaign kicks off in January. Audi hasn't done television advertising in support of the A8 for "as long as can remember," he said.
The 2011 redesigned A8 went on sale earlier this month.
"We do not want go under the radar in a nichy way. We want to declare we have the hottest brand, the best cars in the world, and the A8 is the proof of that," said Keogh.
The heavy media play has another goal. Buyers of high-end cars want the confirmation of others that they bought the right car; they want people to take notice, said Keogh.
Making the A8 more recognizable goes a long way toward that goal.
Audi also will take over home pages of website such as The Wall Street Journal and The New York Times with A8 advertising.
"We will no longer make this car a sleeper," said Keogh. "It will be recognized."