The document summarizes an Audi advertisement from Super Bowl 2010 called "Green Police". The ad promotes the Audi A3 TDI as an eco-friendly yet high-performance vehicle. It features a spoof of "Green Police" arresting people for not being environmentally conscious. The target audience is environmentally aware men aged late 20s to late 30s who want a stylish, high-status car. While controversial, the ad was successful in creating buzz and positioning Audi as green. It received over 2.2 million YouTube views and was the highest rated automaker ad according to USA Today surveys.

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