For the reveal of it’s fully electric high-performance e-tron GT model, Audi (@AudiOfficial) wanted to create a social dialogue that would drive awareness and excitement for the car. Working closely with its global social agency We Are Social (@WeAreSocialDE), the automotive giant used a variety of Twitter solutions to tell a story of progress, engaging both brand fans and wider automotive enthusiasts.
The e-tron GT model is the most recent benchmark of progress for @AudiOfficial. So, what better way to tell that story of progress than by speaking to the people at the very heart of it?
Audi conducted a series of video interviews with brand ambassadors and progressive partners, asking what progress means to them. These interviews formed an integral part of the teaser campaign and included world-renowned names, including Tom Hardy and Formula One icon @NicoRosberg.
Exposure of the campaign was maximised with a Trend Takeover across five markets, which was further optimised in the German market on launch day. Those that joined the live reveal were not only spoilt with a first glimpse of the Audi e-tron GT, but also talks from progressive thinkers, such as @StellaMcCartney and @JanelleMonae.
Post-launch, Audi published the e-tron GT manifesto film and highlight cuts from the event, which drove traffic to the campaign website. Here, the audience could find behind-the-scenes material, information about the car and in-depth interviews with key members of the campaign.