What do sustainability and Super Bowl ads have in common?

That’s easy: Audi.

Audi A3 TDI was the only brand to feature green messaging in its Super Bowl spot. And in our 2010 Super Bowl study where we measured the effectiveness of brands’ commercialization efforts, this particular data point stood out:

37% of the 2010 Super Bowl study respondents agreed that an Audi green car ad “belongs” among the other brands advertising. Or in other words, 37% of respondents were open to green messaging.

And to further illustrate this point, our 2010 study data indicates that 47% of respondents are likely to purchase products from companies that make an effort to be leaders of environmentally friendly practices. Pair that with the fact that Audi was the only brand to feature eco-friendly messaging in their ad — and you have a wide open opportunity for innovation in the market.

Consumers are ready to begin going green. And they’re open to the sustainability message. In fact, consumers have already begun to embrace the eco-friendly Audi series, as according to a recent Audi press release:

“In February, the Audi A3 TDI constituted 56% of total A3 sales, while the Q7 TDI [a different green model] made up 40% of total Q7 sales. Original forecasts called for TDI Combined TDI mix for the two models offering the fuel-efficient technology comes to 49% of total sales. Sales of the A3 lineup rose 126% in February - two months after the A3 TDI won the 2010 Green Car of the Year award at the Los Angeles Auto Show.”

So now what do Audi and sustainability have in common?

That’s easy: revenue.

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