Audi: Audi City Lab at Milan Design Week

Audi built on its aspirational positioning as the best-selling premium car brand in Italy with an awareness event at Milan Design Week, designed by famous architect Hani Rashid and installed in Milan's famous Piazza Sempione, to target 'premium progressives'.

Campaign details

Brand: AudiBrand owner: AudiAgency: PHD ItalyCountry: ItalyIndustries: Eco, hybrid, electric carsMedia channels: Events & experiential, Content marketing, Livestreaming, Online display, Online video, Social media, Television, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

As the best-selling premium car brand in Italy, Audi knows that aspirational positioning is crucial to staying on top. However, it doesn't always lead to important brand perception, which and is something the company sought to change.

Milan Design Week is one of the world's most important design events, and...

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