Mercedes and BMW were piling on the pressure, so how could Audi online presence become more distinctive and disruptive, in this super-samey category? The brand had tons of behavioural data, but there was a big gap in understanding consumers’ culture.
Working with BBH, we created a Brand Body-Language guide, covering language, imagery and story-telling, focusing on Audi Technology and Design.
“This work should be up on everybody’s wall!”
Martin Sander, Head of Marketing, Audi UK