Audi want to increase their vehicle sales in the USA by 2020 to 300,000 units per annum, against tough competition from BMW, Mercedes and Lexus.
They have developed eight key success factors with which they hope to achieve this target. How can they engage their sales force to make this happen?
I was asked to present concepts to Audi to explore creative solutions to this question.
Concept 1 – Performers
This route is inspired by current Audi motorsport success in endurance racing and touring cars. The look and feel is modern and hi-tech, reflecting the cutting-edge technology used by the vehicles.
Concept 2 – 2020 Vision
This route takes inspiration from the sleek design aesthetic of Audi’s current range. It uses a pared-back palette and a simple, yet striking visual style. The name of the route ties back well to the aim of the campaign as well as being shorthand for clarity of vision.
