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...