The unequaled character and the unmistakable look of the new Audi Q2 opened up a new segment in the model palette of the brand. We had to address a much younger audience than before, so we focused on unorthodox, digital solutions. People who buy this car want to be different from others, so the campaign had to be different as well.
While we had the objectives of the central communications as guidelines, we had the opportunity of personalizing the campaign for the Hungarian market with unique elements. We designed a scaffolding construction net with 3D hash tags and invited Gianni – a Budapest-based Italian cook and media personality – to participate in the campaign as an influencer. The celeb banner and native solutions we prepared with him spiced up the communication. In addition, we prepared a Facebook application, in which users could create personalized GIFs from their own pictures and an online video was also made with #untaggable Hungarian specialties.