During spring 2023, Audi started deliveries of the new Q8 e-tron, their most premium, fully electric, SUV. As with all car launches, they had a need to increase product awareness and convert leads to orders as well as getting the eyes of consumers on the car and become the talk of the town.

One of the most effective ways to sell a car is to get people to sit in it. When the Swedish railway company SJ canceled all their departures between the country's second and third largest cities, Audi saw an opportunity to let the public spend quality time with their new car. We introduced a stand-in service that operated the canceled route with the new Audi Q8 e-tron – turning canceled departures into four-hour-long test drives.

One of the biggest barriers currently holding consumers back from going electric is range anxiety. As a result, all car brands fight within the same territory – leading to an inflation in range figures. We had to find a way to make Audi stand out and convince the skepticals that the new long range EV, Q8 e-tron, stands the test.

The activation took place during two weeks kicking off on the 7th of July with media takeovers on both Malmö and Gothenburg central station with call to actions to book rides from one city to the other. We had staff on both locations delivering a first class experience for our consumers, ensuring clean and charged cars, food and snacks for the ride, and on- and offboarding our travellers - just like you would expect from any first class train ride. The cars themselves were branded (and numbered, just like corresponding train carts), turning them into branded billboards rolling through the cities and on one of Sweden’s busiest roads, showing that Audi e-tron has an impressive range that even allows it to replace the train.

During the campaign week, all cars were fully booked within 24 hours. And when we added more cars, they were booked within 10 hours. Showing both the need for the service and attraction for the Audi brand.

Impressions: 10 347 281

Number of visitors on site: 101 000+

Increase in traffic (to Audi.se): 35 %

+65% in earned media value vs actual spend