2015 Winners & Shortlists

The Campaign

To launch the new Audi A3 Sedan with a limited budget, we didn’t rely on traditional advertising. After all, its prospective owners, young fashionable professionals wouldn’t respond to conventional advertising campaigns. So we gave them something worth spending time on, and worth sharing. And persuaded them to purchase the Audi A3. We collaborated with an up-and-coming fashion designer, Andraya Farrag, and transformed the Audi A3 into The Way Ahead Collection. A stunning fashion line comprising of four distinct dresses inspired by the four key attributes of Audi A3 — Sportier, Smarter, Faster and Sharper. Context and timing are everything. So we launched the new Audi A3 and unveiled the collection at the region’s biggest fashion event: FASHION FORWARD 2014. We offered prospective A3 drivers a chance to win an outfit by sharing the collection online. The fashion community took on the challenge and a social media frenzy followed. We gave them something exciting to share within their social circles. We turned them into vocal brand ambassadors, and the collection into a creative and effective PR campaign. The results? We stole the show at the region’s biggest fashion event: FASHION FORWARD. The fashion community, which was the Audi A3’s main audience, was talking about our fashionable car and collection. Earning us millions of social media impressions and thousands of new fans. Most importantly, we changed drivers’ perception about sedans, made the new Audi A3 Sedan the most fashionable car on the road and sold 153 vehicles across the region.

The Brief

Our brief was to launch the new Audi A3 Sedan at FASHION FORWARD 2014, the region’s biggest fashion event, with a limited budget. Our challenge was the perception about sedans. They are seen as unexciting. Our goal was to change that perception, excite influential, fashionable young professionals and get them to not just notice the A3, but also talk about it within their social circles, offline and online. And most importantly, persuade them to purchase the new Audi

Results

We stole the show at the region’s biggest fashion event: FASHION FORWARD 2014. The fashion community, which was the Audi A3’s main audience, was talking about our fashionable car and collection. Earning us millions of social media impressions and thousands of new fans. Most importantly, we changed drivers’ perception about sedans, made the new Audi A3 Sedan the most fashionable car on the road and sold 153 vehicles across the region.

Execution

We collaborated with an up-and-coming fashion designer, Andraya Farrag, and transformed the Audi A3 into The Way Ahead Collection. A stunning fashion line comprising of four distinct dresses inspired by the four key attributes of Audi A3 — Sportier, Smarter, Faster and Sharper. Context and timing are everything. So we launched the new Audi A3 and unveiled the collection at the region’s biggest fashion event: FASHION FORWARD 2014. We offered prospective A3 drivers a chance to win an outfit by sharing the collection online. The fashion community took on the challenge and a social media frenzy followed.

The Situation

To launch the new Audi A3 Sedan with a limited budget, we didn’t rely on traditional advertising. After all, its prospective owners, young fashionable professionals wouldn’t respond to conventional advertising campaigns. So we needed an idea that they wouldn’t just notice and share, but also persuaded them to purchase the new Audi A3.

The Strategy

We gave this influential, fashionable crowd something worth spending time on, and worth sharing. We gave them something fashionable to talk about within their social circles.