Campaign details
Advertiser: AudiBrand: AudiAgency: BBH LondonCountry: United Kingdom
Objectives
Audi had experienced remarkable growth since the 2000s, moving from third place in premium car market sales (with half the sales of the leader BMW) to first place at the end of 2014.1
Despite this growth there were three challenges:
1. The overall market was slowing
In 2015, total market growth had halved in just two years (Chart 1). We needed to prepare for a future where value would have to come from other places than just volume.
Chart 1: The slowing...