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OVERVIEW
AUDI INDIA
e-tron in india
Creative Direction | Digital Launch Campaign
background
Audi’s philosophy is Living Progress and we are focused on defining the future of mobility. For the Indian market, our big move was to launch theAudi e-tron and the Audi e-tron Sportback, which wouldusher in the era of electric for Audi with products thatdo not compromise on performance, luxury or comfort.
It was a huge announcement.
However, due to the pandemic, we had to make it onlinebecause people were still restricted to their homes.
IDEA
We launched the era of electric for Audi in Indiawith the Audi e-tron and Audi e-tron Sportback models. For this, we used our massive following on social media by releasinga full-fledged campaign with the pre-launch, launch, and post-launch phases on all our social media channels, focusing on our key message ‘Future is an attitude’.
(All of this in the middle of a world-wide pandemic 🦠)
In addition, we looped Key Opinion Leaders, globally referred to as Storytellers, such as Virat Kohli, Kiara Advani, Karan Johar; amongst many more to talk about the new era of mobility that’s responsibly progressive from their social media handles.
the launch
e-tronTop
> AGES PAST, AGES HENCE
We added the Audi spirit to the trend 'How it started/How it's going'.
Ages Past, Ages Hence juxtaposes the humble beginnings of electricity with the form it has taken now through the fully-electric Audi e-tron.
Today, Audi is defining the future of mobility with electricity.
the KEY OPINION LEADERS
We looped in Key Opinion Leaders, globally referred to as Storytellers, such as Virat Kohli, Kiara Advani, Karan Johar; amongst many more to talk about the new era of mobility that's responsibly progressive from their social media handles.
Virat Kohli established his transition to electric.
Karan Johar analysed the duality of style and sustainability.
Kiara Advani championed its performance above all else.
> SOCIAL GRID
The Indian audience needed an understanding of how EVs work.
We created a bank of social communications that explored the new thrilling world of electric, focusing on the key message: 'Future Is An Attitude'.
the RESULTS
ENGAGEMENT
100K+
ENGAGEMENT
100K+
ENGAGEMENT
100K+
ENGAGEMENT
100K+
REACH
1.1M+
REACH
1.1M+
VIDEO VIEWS
575K+
MENTIONS
1K+
THE PRESS
the team
COPY:
Rohan Mathew
Chintan Pandey
ART:
Radhika Subramanian
Vidhi Agarwal
SERVICING:
Rakshit Bohra
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