Audi: Discover the Land of quattro. A whole campaign world.
The brief was to develop a campaign platform for quattro – Audi’s legendary four-wheel-drive system. The concept was to form the basis for a customised global marketing campaign aimed at strengthening the quattro drive’s leading position in the various markets.
It doesn’t matter what challenges a country presents – quattro can tackle them. It was the countries themselves that inspired our creative solution. Every country offers very different conditions and therefore very different challenges for an all-wheel-drive system. In fact you could say that every country in the world is in some way a “Land of quattro”.
Russia was the first market in which the campaign was used – a remarkable feat because, being the world’s biggest country in terms of area, it contains almost every kind of climate and terrain. Following Russia and Germany, Audi is now using the campaign platform in Austria, Switzerland, Italy, Canada and Ireland. The USA, Sweden, India, Japan and other South-East Asian markets are to follow.
Aside from traditional channels such as TV, print and online, the campaign is used heavily in sponsorship and events areas.