Audi/Vorsprung Durch Technik: Beautiful Cars With Amazing Brains

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.

Campaign details

Advertiser: AudiBrand: AudiAgency: BBH LondonCountry: United Kingdom

Objectives

Audi had experienced remarkable growth since the 2000s, moving from third place in premium car market sales (with half the sales of the leader BMW) to first place at the end of 2014.1

Despite this growth there were three challenges:

1. The overall market was slowing

In 2015, total market growth had halved in just two years (Chart 1). We needed to prepare for a future where value would have to come from other places than just volume.

Chart 1: The slowing...

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