Campaign details
Brand: AudiAgency: BBH
Four Decades of Saying No.
Have you ever considered how boring the world would be if the word "no" didn't exist? Probably not.
But this is the story of how the word 'no' unapologetically powered four decades of Audi communications in the UK.
In 1982, Audi's brand goal changed to shake its middle market stature. This paper shows how saying 'no' consistently to anything that would distract from that ultimate goal, allowed Audi to grow in not just volume, but in value too.
How saying no to the wrong people, attracted more...