Audi: A3 Sportback e-tron • Grit Hornich. Creative Concept.

The perfect mix of performance, consumption and range. For the market launch of the Audi A3 Sportback e-tron, the task was to develop a 360° campaign that would explain the advantages of the hybrid drive to customers, dispel prejudices and reduce fear of contact. The aim was to make it clear: Audi has the answers to the challenges of future mobility.

In the spot, DJs mix their soundtracks perfectly into each other and thus symbolize the advantages of a modern hybrid drive. The TVC is accompanied by numerous other offline and online measures. In an internationally rolled out web special, users can create their own perfect mix and get to know the e-tron and its advanced technology.

Additionally, an expert and a car blogger answered open questions about the vehicle in "hygiene" videos produced especially for YouTube. Test drive events were also organized and accompanied by media so that potential customers could try out the e-tron and silent driving in electric mode for themselves. The younger target group was reached via Spotify by allowing users to compile their own individual "Perfect Mix" playlist on a specially developed microsite.

In editorial advertorials, the most frequently asked questions on the topic of electro mobility were answered, thus bringing the brand closer in an unobtrusive environment. In addition, targeted display and mobile ads were placed in selected environments for branding purposes.