Campaign details

Brand: Audi C
Brand owner: FAW-Volkswagen Automobile
Lead agency: Freeman China
Country: China
Industries: Automakers & marques
Media channels: Public relations
Budget: 500k - 1 million

Executive summary

At Auto Shanghai 2019, Audi introduced a visionary mobility concept for the megacities of the future: The showcar, known as the Audi AI:ME, offers compact dimensions, a spacious, futuristic interior, and the ability to drive autonomously at level 4. This allows the occupants to do what they like with their time on board. The Audi AI:ME offers a broad range of high-tech features for communication, entertainment, or simply relaxation.

In April, when the world's largest car market holds its bi-annual Auto Shanghai, more than 1,000 car-makers are fighting for the attention of the audience – the news media. How can the launch of Audi's all-new concept car stand out in a month filled with car launches and sneak previews for the already hectic news media guests?