Audi Experience
| Fact |
Value |
| Contact |
London |
| Client |
Audi |
| Project |
Experience |
| Industry |
Automotive |
| Timeline |
14 Months
Jan 03 - Mar 04 |
| Services |
Brand Communications and Collateral
Brand Language
Environments
Live Events
Brand Experience
|
| Team size |
4 The Brand Union
2 Client |
The champagne glass wall used for the Audi A8 'Pure' theme was so delicate it was hand built on a Sunday when no-one else was around by our Creative Director using 4,323 glasses and many tubes of silicone!
The Audi Forum is a key component of its experience strategy. It has several of these brand destinations in major European cities. They are high street environments where the public can experience the personality and values of the Audi brand. Audi realised these spaces were under-utilised in terms of building consumer advocates.
The team at The Brand Union is always productive, creative and unique in its approach. Anne James, Forum Manager, Audi
Creating brand advocates
Audi recognised that in a world of performance parity, it is the experience and emotional associations its brand delivers that will set it apart. The Forums were ideal locations for this to happen, with the potential to offer visitors a stimulating experience ensuring they leave informed, involved and enlightened. Audi realised these spaces were under-utilised in terms of building consumer advocates.
Brand magnet
We identified the four key areas in which the Audi space needed to communicate: social, retail, active and passive. We created a space that was live, evolving, dynamic and multi-purpose, appealing to a broad audience - not just 'Audiphiles'. It showed visitors a brand experience not available anywhere else, and created an interactive involving space that invited people to promote it through word of mouth. This content of the Forum, the new 'brand magnet', needed to be refreshed throughout the year to maintain topicality. It was up-dated every quarter, with new concepts based on Audi sponsorship activity, product launches and seasonal themes.
Bringing the brand personality to life
Creatively our aim was to bring the Audi brand personality to life, demonstrating its brand values in new and unexpected ways, reaching new audiences and strengthening existing relationships with each fresh theme.
Our first Forum in Spring 2003 supported the launch of the luxury Audi A8 under the theme ‘Pure’. Complementing the ad campaign, the Forum communicated the unique features and innovations of the A8. To capture its lightness, we balanced the car on champagne glasses. To convey its smooth ride – even with a flat tyre – we sat it on a bed of nails.
The second theme was ‘Super Vs’ - a celebration of the glorious power and glamour of the TTV6 and the S4V8. This concept was a radical departure from Pure, replacing simplicity and calm with a glamorous and sparkling environment that put the participants in the spotlight.
Part of the brief was to boost female attendance, so the theme focused on how great you would look and feel behind the wheel. Teaming up with cosmetics brand Benefit, we offered Forum visitors free makeovers before stepping into the TTV6, where they could see how great they looked in the car through specially rigged cameras linked to plasma screens around the room.
Our third creation ran over Christmas and New Year. Each week in the countdown to Christmas, a model from the Audi range was unveiled alongside a present for the typical owner that brought the personality of the car to life. In the New Year, Audi bikes were wired up to a Playstation with visitors were encouraged to play an interactive cycling game – and burn off excess Christmas calories!
