Our work

Audi ArenA1: Experiencing the brand

Tasked with attracting new buyers to the Audi brand, building buzz as well as a database of Audi A1 prospects, we devised and staged a three-day, targeted money-can't-buy launch experience called ArenA1 in Auckland's CBD.

ArenA1 amplified Audi A1's giant leap into the A0 segment and delivered a unique brand experience. Consumers could take a thrilling stunt drive in the A1 on a purposed-built racetrack, test drive the A1 around Auckland City, and discover the A1 up close and personal with Audi sales teams in the pop up showroom.  The activation of the Audi A1 exceeded all expectations with 1,500 Aucklanders experiencing the car, and we achieved significant media coverage across print, TV, radio and online platforms to the value of $750,000.

A highly engaged social media community was created with members, sharing content about the A1 over 6,000 times a day across the weekend. Audi NZ anticipates good sales resulting from ArenA1.