Audi launched a new campaign to introduce its latest model: the new Audi A1. To reach out to the younger millennial audience the model is targeted to and to stand out from the clutter, the brand took a shift in the campaign tonality and creative direction. The campaign takes a « street » approach, using slam poetry, that rejuvenates the brand and fits to the younger audience.
To optimize the visibility and the impact of the campaign amongst millennials, we chose to collaborate with an iconic French rapper: Oxmo Puccino.
The campaign has been amplified with a 360 channel strategy: TV, Print, OOH, Radio, digital and social media.
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