Cannes Lions

AUDI FASHION DRIVE

DDB BRUSSELS, Brussels / AUDI / 2014

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Overview

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Credits

Overview

Execution

We created a valuable item that adds to the experience of driving with the roof down, and at the same time pays tribute to the elegant design of the new Audi A3 cabriolet. We set up an exclusive partnership with 3 renowned Belgian fashion designers: Géraldine Georges, Elzo Durt & Jean-Luc Moerman. Exclusively for Audi they created a valuable fashion item we added to the communication mix. Inspired by the glamorous lifestyle of the sixties, a series of silk scarves was born. Characterised by vivid spring colours and designs that revolve around nature and life outdoors.

The silk scarves were exclusively offered to women who came to a dealership for a test drive, and enabled our target audience to experience the cabriolet in a whole new way.

Outcome

The scarves became an instant hit and the new A3 Cabriolet appeared in fashion, lifestyle and design sections of women magazines. We changed perceptions and succeeded in integrating the car within the world of fashion. The first weekend after the launch the number of test drives rose by 300%, resulting in an unequalled number of qualitative female leads for Audi.

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