The Audi Q8 makes it easy to leave the beaten track. The campaign should therefore also tread new paths: away from classic product communication towards digital storytelling. Instead of the product, AUDI AG is focusing on content. A special challenge: The Q8 must not be shown in its entirety until the official presentation.
With an integrated launch campaign, the traditional Ingolstadt-based company wants to surprise even long-standing Audi fans and win new target groups. The aim is to present the SUV in an extravagant context. The campaign must captivate, touch and inspire. The user should have fun interacting with multimedia elements. What is important is a universal language that is understood by the international target group.
"Q8 Unleashed offers storytelling in channel mix. The series, developed by KROPAC MEDIA, tells the story of a Californian couple in five thrilling episodes, who go through a wild ride of tension, love and always new twists. Each episode unveils a new detail of the SUV, increasing the anticipation of the official launch date. The series is complemented by social media posts and a website as a content hub. Whether image, text or video - everything follows the blockbuster motif.
Mission accomplished: "Q8 Unleashed" is AUDI AG's most successful online communication launch campaign.