Audi A1: Chase

The Audi A1 was launched in Ireland in October 2010, with the motor industry still struggling in the economic downturn.

Audi A1: Chase

Agency name: Tequila Ireland Client name: Audi Category: Integrated Communication

BACKGROUND

In 2010 the motor industry was in severe difficulty, and had been since 2008, with sales down almost 70% on previous years. Audi had experienced the effect of the downturn, but not as severely as other brands, and had increased market share in the previous two years, running counter to a declining market.

The Al was launched globally in 2010 and launched in Ireland in October. This was the first time Audi had a presence in the AO segment, the ‘super mini’...

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