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Audi
Audi Sport - The Emotion Dashboard

RAN IN: Singapore

CLIENT
Audi Singapore Pte Ltd

Anna Bory/ General Manager/ Marketing/ Audi
Geraldine Guo/ Manager/ Marketing/ Audi

AGENCY
Publicis Singapore *Lead Agency

Sidhaesh Subrah/ Group Account Director/ Publicis
Iain Cumming/Account Director/Publicis
Nun Klongboonchit/Senior Project Manager/Publicis
Jon Ng/Creative Partner/Publicis
Jon Loke/Executive Creative Director/Publicis
Troy Lim/Executive Creative Director/Publicis
Camille Del Rosario/Senior Art Director/Publicis
Nicholas Teo/Copywriter/Publicis


MediaCom Singapore


SUMMARY

In Singapore, awareness of Audi’s sports heritage and credentials trailed behind more established competitors. Launching Audi Sport in this established category required a shift in the way sports cars are communicated. Convention relied talking about 0-60 times, BHP and RPMs. To differentiate Audi Sport, a new metric was needed. The Emotion Dashboard was a world first. Using wearables, we proved how driving an Audi Sport is a truly emotional experience; delivered over 20% of 2016 H1 sales, and raised Audi’s sports credentials up from 3rd to 1st in the category.

CASE VIDEO


Classification: National

Language: English