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Audi A1 Social Media Campaign

– how to sell a special edition to a special target group –

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Audi establishes A1 premium positioning with social media campaign.

Audi has launched its first social media campaign in Germany. Audi’s marketing campaigns have attempted to position the A1 as a stylish and high quality rival to the BMW MINI. The A1 is being sold as a premium compact to rival BMW’s MINI: Audi claim that the car is “the first premium car in the compact sector”. We focused on two young target groups. Females and males and started a very unique social media campaign with a focus on Instagram with new formats. From animated gifs trough carousel ads.

Audi A1 Social Media Campaign
Client: Audi AG
Agency: Philipp und Keuntje
Production: the Mill
My Role: Excecutive Creative Director
Year: 2016

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