Audi: #WelcomeChallenges

This case study looks at how German car manufacturer, Audi made the brand's historic involvement in motorsports visible to German audiences with #WelcomeChallenges.

Audi: #WelcomeChallenges

Brand/Sponsor: AUDI AG

Country: Germany

Campaign cost: $5­10 million

Advertising Agency: thjnk ag

Product type: AUDI Sport

Campaign description: brand rejuvenation

Marketing context

Audi is one of the world's leading premium carmakers with a strong link to motorsports. Their involvement in the WEC, DTM or GT3 series is an important driver for sales and brand perception: sportiness is one of the core values of the Audi brand. In 2013, Audi dominated most of the series it competed in. This dominance, however, was always less visible than, for example, Mercedes ­Benz's involvement in Formula 1. Added to the limited...

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