Audi A1: The Next Big Thing

Car manufacturer Audi wanted to promote the launch of its first prestigious small car, Audi A1, to young urban adults across Europe.

Audi A1: The Next Big Thing

HEIMAT

In August 2010 Audi was ready to introduce its first prestigious small car: the brand-new Audi A1. But what seemed to be a unique chance to win future drivers required Audi to enter uncharted terrain. The big challenge: To get a new generation to buy its first Audi.

After rigorous discounts in 2009 the European market for small cars was declining. With Audi’s premium offer priced 25% above segment average the Audi A1 would be anything but an easy sell!

However, by advertising a subcompact car as “The next big Audi”...

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