Julian Boyce/Audi Asia-Pacific/Group Head of MarketingIain Sinclair/DigipostTan Wei Lin/Zenith Media Brand/soft-sell Audi to its target audience of sophisticated individuals. We showed an Audi TT Sports Coupe in all its glory for a couple of seconds and had the supers ‘Stop drooling. The food-themed movie hasn’t begun.’ appear over the shot of the sexy car. This was shown just before the movie began.The idea was very well received by both the target audience and the advertising industry so much so that Audi is currently in negotiations to sponsor 2 more movie packages of Cannes winners and dance-themed movies, with expectations of similar sponsorship tags that would receive good word-of-mouth for the brand and their cars. The Media team negotiated Audi’s sponsorship of the food-themed movies. Movie sponsorships are commonplace on Singapore TV. Especially on Singapore’s premier TV channel, Arts Central, that reaches high-end professionals, managers, executives and business people. And all sponsorship messages usually read as ‘such and such a movie was brought to you by Citibank/Heineken’ etc.

When Audi was presented with the opportunity to sponsor ‘food-themed’ movies such as Babette’s Feast, Like Water for Chocolate etc on Arts Central, we decided to break away from the usual sponsorship message and decided to run a short clip right before the food-themed movie began.

The ‘new and improved’ sponsorship message deserves to win because;1) it involved the target audience with wit and humour2) it was relevant to the food-themed movies being shown3) it featured the TT Sports Coupe which is Audi design at its sexiest4) it’s never been done before in Singapore or these parts of Asia5) it’s unmistakably Audi

The Media team negotiated Audi’s sponsorship of the food-themed movies.