Advertising campaign to launch the Audi A1 Sportback edition.

Audi (University Brief)       May 2014

Launch the Audi A1 Sportback.

Target Audience
Young Professionals aged 25-35.

Research showed that the days where cars were all about speed and power are gone – young people are looking for efficient, environmentally-friendly cars that are packed with technology. This campaign compares the Audi A1 to a smartphone, packed with technological features normally found on larger cars.

Initial idea (left) used ‘app’ style icons to convey the technological benefits of the car. The final idea (right) compares the car to a smartphone emphasising the small size and big technology.

The final version, completed with copy.