Audi: e-tron Sportback Launch
The Challenge
The Audi e-tron Sportback was set to launch in the midst of a global pandemic. Audi turned to G&R for creative ideas on how to bring the soul of this new model to life in a thoughtful and safe way. We had to move beyond traditional presentation and drive models to deliver a virtual campaign.
The Idea
The concept centered around Audi’s partnership with the LEE Initiative, a nonprofit which supports sustainable farmers and local restaurants. G&R designed an integrated virtual campaign to bring attention to these issues, while also highlighting the all-electric e-tron Sportback.
The program included a snackable documentary film, an interactive cooking event, virtual press briefings with Audi executives and a remote product experience.
The Result
Together, Chef Edward Lee and Audi Senior Vice President and Chief Marketing Officer, Tara Rush, led a virtual cooking experience for lifestyle, culinary and automotive journalists. Each participant received a custom recipe kit made of sustainable and recyclable materials.
Journalists also participated in virtual product immersions with Audi product experts to dive into the details of the new vehicle.
Following the briefings, an e-tron Sportback vehicle was delivered to media at their homes in NYC, LA and Detroit. A test drive route was designed to allow journalists to visit with the farmers and restaurateurs supported by Audi and the LEE Initiative.
