2015 Winners & Shortlists

Results and Effectiveness

We didn’t just bridge the gap between fashion and automobile. We also made the Audi A3 Sedan stand out in the automobile and fashion industries. We even stole the show at the region’s biggest fashion event: Fashion Forward 2014. The launch of the Audi A3 Sedan and The Way Ahead Collection resulted in millions of social media impressions, thousands of new fans and changed drivers’ perception about sedans. But most importantly, the new Audi A3 Sedan became the most fashionable car on and off the road. We sold 153 cars sold across the region.

Creative Execution

It was the perfect advertising vehicle to persuade them to purchase the Audi A3 Sedan. The stunning collection reflected their lifestyles and personalities and appealed to their style, senses and mindset. Timing and context were everything. That’s why we launched the new Audi A3 Sedan and the collection at the FASHION FORWARD 2014 where we knew we had a captive audience eager to see, experience and talk about our new stunning sedan, its key attributes and our collection, offline and online.

Insights, Strategy and the Idea

Insight Sedans are seen as unexciting and unfashionable. When we launched the new Audi A3 Sedan to trendsetters and young professionals, we knew we had to do something special to change their perception, engage with them and make the Sedan the most fashionable car on the road. Our fashion conscious audience/prospective drivers wouldn’t respond to traditional advertising. They are wary of dealerships and hate the idea of a salesman pushing them a car. Strategy We created our own advertising medium. One that is already part of their lifestyle and they can’t turn away from. Idea We transformed the Audi A3 Sedan into a fashion statement. In collaboration with a local fashion designer, Andraya Farrag, we created The Way Ahead Collection. Inspired by the four attributes of the car – Sportier, Smarter, Faster and Sharper – the collection reflected their lifestyles and personalities and appealed to their style, senses and mindset.