Quote from Giulio Capua, Vice President/Publisher of Departures:
“When Audi approached Departures to partner on the launch of the A8, we knew we would have to create something truly innovative, show stopping, and “never been done before”. This project underscores the power of print and speaks to the type of unique luxury experiences Departures offers its incredibly affluent, discerning readership. “
Quote from Loren Angelo, Vice President, Marketing, Audi of America:
“The all-new Audi A8 marks a next generation for Audi lighting design, which is why we wanted a thoughtful and tech-forward approach to our print advertising. The ad is more than a stunning visual; it’s a limited-edition experience that we hope will intrigue Departures readers and Audi fans who are consistently on the go. We wanted to create something so impactful that it would naturally get those readers’ attention.”
Departures®, the luxury brand published by Meredith Corporation exclusively for American Express Platinum Card Members, in partnership with Audi of America, is unveiling an exclusive print advertisement in the November/December issue, featuring a user experience that emulates a premium feature of the all-new Audi A8.
The interactive in-book experience provides the reader with a key fob that animates organic light-emitting diode (OLED) taillights on a virtual Audi A8 when the page is opened for the first time. It can then be activated either by closing and reopening the pages or with the key fob. Locking and unlocking the all-new 2019 vehicle becomes a unique event as the lights animate to greet the driver. Watch how it works here.
The insert represents the authentic lighting technology being used by Audi for its A8 vehicle.
The breakthrough Audi A8 creative will be distributed to 25,000 targeted Departures readers in the November/December issue.
The technology behind the print ad was created by Structural Graphics, a pioneer in the dimensional print marketing industry. Structural Graphics developed a record-breaking number of LEDs to mimic the Audi A8’s unique lighting design animation. The company also produced the remote control faux key fob that Departures readers will use to trigger the display lights – a one-of-a-kind experience that has never been done before.
The all-new 2019 A8 is the first production execution of the all-new premium Audi design language derived from Design Chief Mark Lichte’s Prologue concept, which is founded in state-of-the-art exterior lighting and proportional design.
As a companion to the Departures print ad, Audi also just launched a billboard in NYC on the roof of a building surrounded by executive towers. It says: “Enjoy the view from the top” and targets executives in New York City. The billboard is surrounded on all sides by office towers including Bank of America and Salesforce, and is located above the DaDong restaurant at 3 Bryant Park in Manhattan. This billboard along with the Departures insert makes for a unique approach to A8 marketing and reaching an affluent buyer.