Earth Month: Audi Canada's Electric Car Launch

Electric cars are one solution to limit carbon emissions in transportation. Brainsights analyzed three spots from Audi Canada promoting the launch of their electric car, and reveal varying degrees of success in promoting this green transit alternative.

Audi Canada - Electric Has Gone Audi

The best performing ad of the three tested from Audi’s electric vehicle campaign, this spot links science fiction imagery to real-life applications making a greener future desirable.

ScreenedOctober 2018 | 33 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

ScreenedOctober 2018 | 33 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

What engages?

[0:08-0:15]

  • The black and white grid that cuts to ”Further”

  • The car wheels on the snow pulls back to a sweeping, snowy landscape with “Electric has gone Audi”

  • The first fully electric Audi, Watch the e-tronWorld Premiere

What fails to engage?

[0:03-0:05]

  • White text on black background: “Electric” cutting to battery charge levels cutting to white text on black background “Has gone”

Additional thoughts

The futuristic, Tron-like 3D grid is the catalyzing moment for this spot, with a nod to the futuristic technology used, the “e-tron” nameand the electrical grid anchoring the viewer’s unconscious mind.     


Audi Canada - Electric Has Gone Uncompromised

Electric has gone uncompromisedlacks the context needed to really engage, with an assumed amount of knowledge from the viewer leading to suppressed engagement for much of the spot.

ScreenedOctober 2018 | 31 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

ScreenedOctober 2018 | 31 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

What engages?

[Nothing]

  • At no point are all three metrics above benchmark


What fails to engage?

[Nothing]

  • At no point are all three metrics below benchmark.


Additional thoughts:

A base amount of knowledge of electric cars and their limitations is required in order to comprehend this spot, with the implication being that Audi’s electric car is not compromised by the extreme cold that impacts the performance of other battery-powered cars. Encoding is above benchmark for virtually the duration of the spot, and Attention is climbing slowly throughout, people are looking for the spot’s why: Why should I care? Only at second 12 when it’s revealed that it’s ”The first full all electric Audi” does Connection rise above benchmark.

For the uninitiated, additional context outlining the problem more explicitly would have resulted in a more effective ad.


Audi Canada - Electric Has Gone Quattro

Snowy Canadian landscapes and bold text on screen engage audiences at first, but the mention of Quattro sinks emotional resonance. 

Screened October 2018 | 53 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

Screened October 2018 | 53 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

What engages?

[0:00-0:06]

  • The opening scenes of the sweeping snowy landscapes

  • Text on screen: “Electric” 

  • Text on screen: “Has Gone”

What fails to engage?

[0:09; 0:13]

  • Electric has gone Audi

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