2015 Winners & Shortlists

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 A3.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

We gave this influential, fashionable crowd something worth spending time on, and worth sharing — something fashionable to talk about within their social circles. The Way Ahead Collection didn’t only reflect their lifestyles and personalities, but also appeal to their style and mindset. It was the perfect personification of the Audi A3 and the fitting vehicle of the Audi A3.