automotive

Audi Wears Toms For Summer Cause Campaign

Toms shoes gives away a pair of footwear to people in need for every pair someone buys. Audi is tapping into that virtuous circle with a combo advertising and promotional push. The company is partnering with Toms both to juice up its summer sales event, and engage in a cause-marketing program. 

The luxury automaker's U.S. unit and Toms will donate 55,000 shoes to children in need this summer. As part of the deal, the two brands have designed a limited-edition Alpargata shoe available to Audi buyers during the Summer of Audi Sales Event. Audi says that from June 3 through Aug. 4, customers who purchase or lease a new or certified pre-owned Audi vehicle will receive an offer for a pair of the limited-edition Audi shoes. People in the know will know they are Audi shoes because they feature the trademark four intertwined Audi rings.  

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The advertising component includes a 30-second Summer of Audi Sales Event ad that broke this week on network TV and the web that features the RS-7. The be clear, most people will not be laying out over $100,000 grand for the 560 hp RS-7 to get a pair of shoes, and the ad doesn’t get into that part of the program. It uses sedan as a halo to make a point. As the voiceover explains that the footing makes all the difference in a car, one sees the RS-7 on a lift with its tires off. The advertisement explains since “the proper footing makes all the difference,” Audi and Toms are giving shoes to kids in need.     

 The bespoke shoe is made of ash gray coated canvas and features red stitching detail with the Audi rings appearing on the inner lining and outer side tag.

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