Audi - Land of quattro
Client: Audi Middle East
Agency: Tonic International
My role: Concepts and art direction
Agency: Tonic International
My role: Concepts and art direction
Team: Chris Hubert, Antra Patel, Saniya Saifi
Audi celebrates patriotism and beautiful global landscapes with their Land of quattro campaign, to help people feel ownership of the images they see in car advertising.
We took that to the next level with an activation that let people conquer, name, and document their own quattro trails, and add them to the map so others could follow their trails. The call to action was clear and simple: Claim your land of quattro.
We took that to the next level with an activation that let people conquer, name, and document their own quattro trails, and add them to the map so others could follow their trails. The call to action was clear and simple: Claim your land of quattro.
In the process, this campaign helped changed minds, by opening the MENA audience to the idea that Audi quattro is great offroad.
Results? We added over 31km of trails from 6 countries in the region to our Google Maps-powered microsite, reaching 200k hits in the first few weeks alone, and getting 800+ applications in a few short days.
Case study link: https://vimeo.com/54009062
