125 YEARS. SOLD OUT IN 5 DAYS.
For its anniversary in 2021, the company wanted to pay tribute to the man who laid the foundation for the Allgäu success story: founder Johann Abt.
The ABT RS6 Johann Abt Signature Edition is an homage and limited to 64 examples. Such an exclusive vehicle has never left the luxury forge in 125 years of history. Our task now was to bring these unique specimens to the attention of the people – with the appropriate communication.
The ABT RS6 Johann Abt Signature Edition is an homage and limited to 64 examples. Such an exclusive vehicle has never left the luxury forge in 125 years of history. Our task now was to bring these unique specimens to the attention of the people – with the appropriate communication.
STRATEGY
In 1896 Johann Abt founded his forge - with his bare hands and an anvil. On it, he made his dreams come true. A fragment of the anvil, an irreplaceable piece of history, is now in the most exclusive ABT of all time: preserved for eternity in a time capsule in the center console. That is why the communicative approach had to be extra special.
The basic idea: create desire through exclusivity. Several teasers on different platforms accelerated the anticipation. Then, the interactive landing page and the high-quality brochure provided impatient customers with all the relevant information right on time for the launch. The imagery of the forge plays a central role throughout.
The basic idea: create desire through exclusivity. Several teasers on different platforms accelerated the anticipation. Then, the interactive landing page and the high-quality brochure provided impatient customers with all the relevant information right on time for the launch. The imagery of the forge plays a central role throughout.
THE Communication works. The ENTIRE ABT RS6 SIGNATURE EDITION SOLD OUT WITHIN A FEW DAYS. WE, OUR FRIENDS AT ABT, AND THE BUYERS ARE ALL THRILLED.
