German luxury brand car Audi will launch its new A3 e-tron hybrid vehicle through a native advertising series with Fairfax Media designed to maximise audience engagement through quality articles, videos, galleries, maps and infographics.
The Audi A3 e-tron ‘Long Read’ series will appear in the Executive Style section of Business Day and across Fairfax’s digital and print mastheads.
Written by Fairfax content specialists – separate from the news team – the series explore will explore the broad context of the hybrid’s sustainability in architecture, fashion, automotive and lifestyle.
Fairfax Media custom solutions commercial manager Felix Krueger said: “Our ‘Long Read’ series for Audi is the latest example of how Fairfax Media’s custom content product suite connects engaged, inquisitive readers with advertiser-sponsored premium content.
“Audi’s brand messages for its new A3 e-tron are vividly brought to life through our ‘Long Read’ format, with quality journalism, rich photography and video integration across topics that engage and educate. “
He said this was a great example of how the format could deliver quality brand-aligned content to audiences.
MediaCom senior digital executive James Wainwright said it was becoming increasingly important to connect brands to audiences through relevant, in-depth content. “In this instance, the ‘Long Read’ articles have enabled Audi to establish a realistic connection between the benefits of the e-tron and a lifestyle promoting sustainability,” he said.
“Custom content is only one element of a wider connection with the consumer for the launch of e-tron, however it’s vital in delivering on the deeper education piece needed to introduce such an advanced car into the Australian market.”
The Audi ‘Long Read’ series can be viewed here.