Audi: The value of Vorsprung durch Technik over four decades

Audi, an automotive brand, created long-term value and increased sales with its Vorsprung durch Technik campaign in the UK, which has spanned over the past decade.

Campaign details

Brand: Audi Advertiser: Audi Entrant: BBH Principal author(s): Will Lion and Thomas Gwin, BBH

Summary

This paper identifies consistent themes behind effective Audi UK advertising from 1982 to 2019. Building on the brand purpose of ‘Vorsprung durch Technik’ (‘progress through technology’), communications succeeded in elevating the auto brand from t