Audi A3 Sportback launch

For its only model launch of the year, Audi needed to make a splash. The A3 Sportback's debut coincided with the much-anticipated release of Daft Punk's new album, so we created a dynamic TVC set to their iconic song "Harder, Better, Faster, Stronger". The press and outdoor hinged on our campaign line "Ahead of its class", which highlighted the A3 Sportback's technological innovation and subtly positioned it as more advanced than its main competitor, the Mercedes-Benz A-Class.

Targeted outdoor placements focused on both the exterior and interior innovation, while targeted digital page takeovers leveraged the hype over the Daft Punk release. We even splashed some colour around at Vivid.

The campaign garnered an unprecedented amount of earned media and public attention for an Audi model launch, and sales that far exceeded targets.