Robot Raises Audi Profile
Copyright 2004 Sun Media Corporation
The product placement in the Hollywood blockbuster I, Robot starring Will Smith has proved a huge success for Audi AG. The results of surveys conducted in the U.S. reveal that the Audi RSQ sports car study, which plays a major role in the science fiction thriller, has given a substantial boost to the image ratings of the brand with the four rings in the USA.
robobusiness robot"This placement has reinforced the core values of the Audi brand in the USA. Audi has gained considerable ground for criteria such as attractiveness, distinctiveness and affinity among those who have seen I, Robot in the USA,” commented Tim Miksche, who is responsible for product placement at Audi.
The film has drawn a worldwide cinema audience of over 55 million, placing it among the most successful films of the year. With Audi’s support, the film even opened in China at the end of November. The DVD of the box office hit in addition went on sale internationally in December.
The concept car with the four-ring badge is visible for a total of almost nine minutes in the film. Miksche is delighted by its impact: “The Audi RSQ achieves an enduring, recurring presence in I, Robot, the vehicle is incorporated into the film’s plot, there is interaction between the car and the human characters, and last but not least the car’s high aesthetic quality blends in well with the film world.”
Copyright 2004 Sun Media Corporation
Copyright © 2002 LexisNexis, a division of Reed Elsevier Inc.
