Under the communicative approach “Future is an Attitude”, Audi would unite worldwide marketing activities from now on, while taking account of cultural and country-specific requirements.
“Vorsprung durch Technik” will remain the brand claim.
With its global campaign, the Audi brand is paving the way to an electric, digitalised and "emotional" future as shown by the e-tron Sportback and concept cars like the AI:ME and Q4 Sportback e-tron concept.
The Hamburg agency thjnk is responsible for its creative implementation.
The campaign woould be conducted through all channels of communication, from TV to the digital platform. On the newly launched website progress.audi, all contents of the campaign will be gathered, and further background stories will be offered to users.
In the context of the new brand campaign, the re-worked Audi corporate identity would be visible globally for the first time.
Audi said its presentation would be guided by the brand’s new image through a new visual language.
