Market Challenge
No other vehicle in Audi’s product portfolio conveys Audi’s brand essence of “Vorsprung durch Technik” like the Audi A8. Audi was about to release the latest version of their flagship car.
Target Markets
There were two types of consumer Audi wanted to communicate with. The potential A8 Drivers who are a very specific target group. Also the existing and potential Audi customers to show that Audi’s deliver vehicles which are more innovative, more efficient and produce an experience which is more emotion-packed.
Approach
As the first group of potential A8 buyers were identified as not being heavy internet users, the requirement was not to build a microsite or campaign website but instead to use the vehicle launch as a showcase of Audi’s leading technology on their main webtsite.
We developed a Interactive Audi A8 video, which was put together from various different marketing and advertising videos. The short video summerises all the A8′s leading features and is narrated to the viewer by a voiceover. At any point in the video, the viewer can choose to find out more about a certain feature – and is able to drop right back to the video and continue from where they were.
View the Interactive Video & Online Special
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