Audi Ireland: Audi Ireland A3 Virtual Event

Audi Ireland is launching the all new A3, but faced a massive challenge. How can the brand get prospective buyers to see the new design (because just about everything has changed), without driving foot traffic to dealerships amid the pandemic restrictions?

The Audi A3 success story dates back to 1996: it’s an important volume mainstay for Audi. The Audi A3 performs a very special role within the Audi portfolio: it simultaneously conquers new customers and retains loyal ones. The main asset and key to the success of the Audi A3 has always been and is its design leadership. Now, a new version is being released where every element of the previous A3 car model has been scrutinized; redesigned and modernized. It's vision not revision.

That’s why the brand is pivoting, taking inspiration from its global slogan (Vorsprung Durch Technik, which means “Progress through technology”), and in this case, using technology to reach consumers in new ways through its advertising.

Audi Ireland kicked off a new campaign, created in partnership with its AOR Connelly Partners, which included hosting its first-ever live streamed digital event to launch the new Audi A3 in Ireland to consumers.

Sharp teaser content drove interest and awareness in the week leading up to the event – both organic and paid on FB, TW, LI and IG.

The event was hosted by Irish TV personality, entrepreneur & style icon Darren Kennedy (who’s part of the cast of BBC’s ‘You Are What You Wear’ + you can check out his IG handle here), streaming on Facebook and YouTube Live. People who tuned in were encouraged to ask questions & engage in real-time as part of the interactive event. The set was futuristic and stylized, with a reliance on strong lighting in blue, pink and red hues.

https://www.youtube.com/watch?v=See5jh7GKoY