Audi: Birth

This case study shows how Audi, the car manufacturer, increased brand awareness and sales in the UK by using a three-phased campaign focused on its cars' engineering beyond speed.

Advertiser: AudiAgency: Bartle Bogle HegartyCountry: United Kingdom

Objectives

Category and brand context: a category in growth, but a brand in need of firepower

By the end of 2014, the UK and premium car market had grown to its highest level in 15 years, reaching a peak of 2.48 million and 620,000 unit sales.1

Audi had experienced remarkable growth since the 2000s, moving from 3rd place in terms of sales (with half the sales of the leader BMW) to joint 1st place at the end of 2014.2

However, despite strong...

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