Lifestyle Campaign with the Audi A2 colour.storm
The storm that Audi is blowing up for its A2 model is – a colour storm! During the year, a cheerful, colourful high-value version of this compact aluminium car, which has already won many design and innovation awards, will be added to the sales programme: the A2 colour-storm. Together with new design elements, the sporting character of the Audi A2 and its appeal to the modern city-dweller will be emphasised still more. It is a weight-optimised, fast, low-consumption mode of lifestyle transport that will appeal to younger buyers in particular. The A2 colour.storm can be ordered from mid-March onwards. The market launch is scheduled for the end of May. The paint finishes Misano red, Imola yellow and Sprint blue will then be available, with the roof, outside mirrors, wheel arches, side rubbing strips, service module flap and bumper strips in contrasting matt black. The extra charge for the A2 colour.storm equipment in combination with the Advance equipment and trim package is 330 Euro. The
“It’s the colour of a car in particular that conveys its lifestyle character. A striking colour scheme is associated with attributes such as ‘dynamic’, ‘youthful’ and ‘wild’ – and has a high recollection value!” says Gerhard Pfefferle, Head of Design at AUDI AG. The matt black plastic trim items listed above also change the A2 colour.storm’s outward appearance. They are similar to those featured on the Audi allroad quattro and give this compact model something of the same ‘off-road’ character. Design chief Pfefferle comments: “The A2’s strength comes out better; it looks more rugged and also more agile. The fresh new colours communicate the car’s ease of handling and give it the genes of an exciting, sporty lifestyle car. We have given the A2 a further dose of self-assurance.”
The A2 colour.storm team chose the latest and most powerful car in the A2 model range as a technical basis: the Audi A2 1.6 FSI with direct petrol injection, an output of 110 bhp and a top speed of 202 kilometres an hour. This engine’s power reaches the road via either 16- or 17-inch cast aluminium wheels of 6-arm or 9-spoke design. The lifestyle campaign concept was presented during the winter months at selected events, using 14 campaign cars in bright, cheerful colours, which travelled the country as the ‘A2 colour.storm tour’. The colour storm created by Audi’s smallest model is scheduled to break out at top sports events and in city-centre settings, for instance the “Long Night of the Museums” in Berlin on February 1. The A2 colour.storm cars are also to be seen at the ‘digital photo evening’ event in the Audi Forum, Berlin, as “the.photo.you.take” models.
“Our campaign cars will be right there where it’s all happening, and we expect them to create quite a sensation. The aim of the tour is to introduce the new A2 lifestyle concept to the public. People who saw these cars at the first events where they were on display find them just great!” says Katrin Schöneberg, who is the coordinator of the Audi A2 Lifestyle Team, a group of young employees from various business areas within the company. During the tour, the campaign cars will be presented by Audi’s partner, ice-skating star Claudia Pechstein, Germany’s most successful Winter Olympics athlete. Special comic-style campaign motifs have been prepared to draw attention to this project. For the first time, Audi’s advertising is using illustra-tions that recall the style of the 1960s and 1970s, and take up the theme of the A2 colour.storm and the car’s paint schemes in an extremely amusing manner.
Advance equipment and trim package for the Audi A2 The Advance equipment and trim package comprises various items for extra comfort and convenience, such as automatic air conditioning controlled according to the angle of the sun, a chorus radio with front loudspeakers, a luggage-compartment floor panel and metallic/pearl-effect paintwork. It costs 1,190 Euro.
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