AUDI – Land of quattro LIVE

A highly targeted Audi experiential marketing campaign, pairing the audience’s driving skills with Audi’s latest quattro technology on a world first, custom built all terrain obstacle course.

How do you showcase Audi’s most famous and respected asset; quattro technology to the identified target audience in an urban environment that is transportable to multiple cities.

THE STRATEGY

Bring the rugged outdoors to the city via a world first, custom built all terrain obstacle course.

THE EXPERIENCE

PLAY developed a physical extension to the Land of quattro campaign, inviting our audience to experience Vorsprung Durch Technik first hand in a multimedia enriched drive experience where drivers put the quattro technology to the test on dirt moguls, icy roads and a 3m high ramp…without even leaving the city.

THE IMPACT

1,975  in car experiences (31.67% over target)
65.5%  of drivers owned competitor brands
98%  positive sentiment

“We have been very impressed 
by PLAY’s creative thinking, can 
do attitude and no stone unturned approach to experiential.”

– Helen Luong , Marketing Communications Manager, Audi Australia