You CAN own an Audi! This was the message of our latest campaign with the luxury car brand, which launched in September. Targeted at younger buyers, we aimed to show that luxury can be affordable, with Audi’s Personal Contract Purchase (PCP) financing. And, in a first for Audi, we decided a Snapchat-led campaign would be the best way to reach our audience with this message.
To kick off the campaign, we placed ‘Can Own an Audi’ themed out-of-home billboards around Brighton for one day only. These weren’t your standard billboards however - they contained Snapcodes which, when activated, summoned a chauffeur-driven Audi Q2. What happened next? Check it out here:
To support this content, which is being distributed using targeted paid media on Snapchat, Audi UK has also released its own Snapchat Lens so that users can take a Snap of themselves inside an A1, A3 or Q2 Audi and share it with their friends and followers.
The campaign retains the luxury look and feel that you would associate with Audi, but is also more playful and daring. We’re hoping it will shift the perspective on what PCP means for young drivers, and fundamentally question what car ownership means today.