The "Land of Quattro" campaign was an emotional declaration of love from the world's most sophisticated all wheel drive system – Audi quattro – to the world's most challenging and demanding terrains in terms of driving conditions. The campaign appealed to our target audience's sense of national pride – and as such, it couldn't be just broadcasted onto them. The campaign had to build a relation with the audience.

Thus we created a platform, aimed to help people rediscover their home countries. We sent Audi quattro models across the country to create stories and documented their journeys on interactive maps. People could explore the places or share their own quattro destinations.

Driving experiences and events gave people and the media the chance to experience quattro first hand.

The creative idea arose from the product itself and its relevance to the people's desire to re-discover their home countries. Other than the competition, we didn't just show what the quattro drive system is capable of, but also why it is emotionally relevant to people around the world. The idea underscores Audi's brand promise Vorsprung dutch Technik by proving time and again that its technology is ahead – in a genuine and comprehensible manner.

The campaign that appealed to people's sense of national pride activated the audience & increased interation rates on the campaign channels significantly. More than 400,000 page visits on the microsite has been registered since October 2013 with more than 1,500,000 views & a average length of more than 1.3min(per view). Land of quattro has been launched in 42 countries, digital placed in 28 countries. 29,600 advertising spaces has been used in 180 ski resorts, Land of quattro is cooperation partner of 16 national ski federations and unique ski locatations has been opened,e.g 'quattro BAR St. Moritz' 'quattro Alm Obergurgl'. Several quattro days has been announced & over 83%of Europe’s dealer took part. But most importantly, during the campaign, the quattro installation rate increased by 12%.