2013 Winners & Shortlists

Results

Audi is the fastest growing luxury car in the region. Hence the objectives were to increase brand desirability and prestige for Audi on the back of the launch of S Models. And the proof was to be in the pudding i.e. sales of the S model! Audi’s primary targets were wealthy Arabs, mainly in the UAE. As business leaders and owners of large enterprises, access to luxury had never been an issue. The challenge was for Audi to cut through as the 3rd luxury car brand in the region. We knew that Arabs loved powerful vehicles. While younger Arabs favored raw performance (read Camaro’s etc.), as they got more mature, they sought more “refined” power and was all about social influence and recognition in public sphere. Audi S range was designed for luxurious and understated aggression – and the need for refined power was a deep undercurrent among mature Arabs. With performance of cars being confined to Automotive magazines and programs - we realized that the S Models needed their own bespoke environment to reflect the refined power imagery. Hence, we crafted bespoke content in authority spaces such as private airport lounges, within which S models proposition, could resonate. With Private Jets being identified as a power touch-point, we collaborated with AIR, the official in-flight magazine for the Middle East’s private aviation companies, to produce ‘The Power List’. Audi was brought together with the ‘cultural powers that would shape what we eat, how we dress, what we read and where we go in the coming year’. We co-created the Communicate Power List, which defined the most powerful people in Media and marketing. The S models content was juxtaposed alongside the right power connotations - powerful people in the industry cementing the relationship between powerful people and the powerful S models.

Audi’s primary targets were wealthy Arabs, mainly in the UAE. As business leaders and owners of large enterprises, access to luxury had never been an issue. We knew that Arabs loved powerful vehicles. While younger Arabs favored raw performance (read Camaro’s etc.), as they got more mature, they sought more “refined” power (and became Audi's target audiences) and for them it was all about social influence and recognition in public sphere. Audi S range was designed for luxurious and understated aggression – and the need for refined power was a deep undercurrent among mature Arabs.

Audi S models achieved a 65% increase in sales over the previous quarter.