Audi asked Emakina to build a deep-going strategy based on a general creative idea from the German headquarters that was adapted specifically to the Belgian market, with a twist of #untaggable. The campaign needed to give information about this brand new car to the young and urban target audience in a way that was relevant to them. We were able to give our own spin to the concept, and create a website and emails that perfectly embody the model: edgy, innovative and in-your-face.
We gave our own twist to the concept and created a campaign closely linked to the Audi Q2 model thanks to young, successful Belgians who excel in their respective domains. Winners of the contest were thrilled as they had an exclusive opportunity to take the Audi Q2 for a test ride with famous young Belgian personalities, enjoying a memorable user experience. Each road-trip was designed as a one-day journey focusing on the personalities' domains of predilection: Denis, Nafissatou and Hendrik gave the winners a taste of their favourite activities while cruising around in the Audi Q2.
We decided to create a mini-website alongside audi.be in order to strengthen the message, and many emailing waves directly linked to prospects' specific interests. We used a classical approach, starting with the creative and strategic concepts, wireframes, design, development, testing then deployment. The whole campaign was obviously designed according to the 'mobile first' principle.
The client was very happy with the campaign, which involved events with local celebrities as well as a mini-website and a complex CRM flow. We perfectly timed all the the tools involved over time to ensure the user journey was perfectly connected to other channels such as sales, events, commercials going live, etc. The whole thing was managed in a matter of weeks, because that's how we roll: quickly, efficiently, and with an attitude that matches the Audi Q2 and its target group.
© Emakina.BE / D'Ieteren / Audi. All rights reserved