Creative Outdoor Comparative Ads – “Audi versus BMW “


I’m a car enthusiast and Audi runs in my blood afterall the Audi (and VW) online interactive forum in Singapore was spearheaded by me (and my friends).

We all know that Outdoor advertising includes various types of promotional displays, from highway billboards to transit posters and arena placement, all geared towards communicating a message to the public. The message might be to buy a product, take a trip, vote for a politician, or give to a charity. It might even be a public service announcement.

But this is seriously entertaining, Audi taking an obvious hit at BMW by stating “Your move BMW” and BMW reacted with their top of the line E92 M3 saying “check mate”. This really got my attention! So in this instance, the hypothesis that the greater creativity the greater the brand recall hold waters? well all I can say is You bet! (ok N=1 in this context) 🙂

Smart tactical advertising promotional move by Audi, first it presented the massage that Audi is no longer an alternative but a contender and Audi is in the same leaque as BMW if not better. To a layman, this ad has just reaffirmed the brand positioning of Audi as a strong contender to BMW. To me in this instance Audi has won this promotion and brand battle. Why (you all might say, you are biased afterall you are an Audi fan). Nope think logically, by the sheer fact that BMW retailiated with an advertisement at the same location speaks volume of the threats BMW is facing from Audi.

Well done Audi. Vorsch sprung durch technik!

P.S. Any chance of this type of advertising happening in Singapore? hmm…maybe not, oh well….


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3 responses

  1. Hi there Gary,

    Thanks for your comments. In specific what information would you like on this? I’m happy to help in anyway.


    Jon W Chin

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