Beauty and brains: How we supercharged the Audi premium 2015-2018

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.

Campaign details

Brand: Audi UK Advertiser: Audi UK Agency: Bartle Bogle Hegarty

Summary

Audi's UK growth had come from its less expensive cars. It aspired to sell more cars to higher-value customers. Using a strategic idea of the 'progressive premium', Audi launched a programme to communicate the desirability and technical innovation of

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