Russia is the largest country on earth and thus comprises virtually all climatic zones and terrain types. A country seemingly made for the quattro four-wheel-drive system. That’s why we declared Russia the “Land of quattro”.

The creative idea arose from the product itself and has proven its relevance. We didn’t just show people what the quattro drive system is capable of, but also why it’s particularly useful in Russia. The idea underscores Audi’s goal, namely to prove, time and again, that its technology is way ahead – in a genuine and comprehensible manner.

Sales of Audi models increased by 44% compared with the previous year. 67% of them with quattro. The campaign underscored the performance and relevance of quattro across all channels. It appealed to people’s sense of national pride and awakened their desire to discover their homeland. As a result, the campaign didn’t just increase market share in the four-wheel-drive segment, but also won people’s hearts. Land of quattro also received much international attention. This led to the concept being picked up by countries such as Canada, Germany, Austria, Switzerland, Italy and Japan, with many more to follow.