Brand owner: Audi
Agency: PHD Italy
Industries: Eco, hybrid, electric cars
Media channels: Events & experiential, Content marketing, Livestreaming, Online display, Online video, Social media, Television, Word of mouth, influencers
Budget: 1 - 3 million
As the best-selling premium car brand in Italy, Audi knows that aspirational positioning is crucial to staying on top. However, it doesn't always lead to important brand perception, which and is something the company sought to change.
Milan Design Week is one of the world's most important design events, and Audi recognises it as a unique opportunity to make an impact. To make the most of its presence there, in April 2019 it called for communications that would take the experience beyond the event itself and deliver it in a relevant way to the right people. Success would be gauged by positive shifts in four key perception metrics, as well as in sales improvements among a particularly important and young group of consumers.