Audi: The value of Vorsprung durch Technik over four decades

Audi, an automotive brand, created long-term value and increased sales with its Vorsprung durch Technik campaign in the UK, which has spanned over the past decade.

Campaign details

Brand: Audi Advertiser: Audi Entrant: BBH Principal author(s): Will Lion and Thomas Gwin, BBH

Summary

This paper identifies consistent themes behind effective Audi UK advertising from 1982 to 2019. Building on the brand purpose of ‘Vorspr

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