Audi: e-tron Media Drive
The Challenge
Audi wanted to prove that the convergence of extended EV range, rapid charging and charging infrastructure makes its first purely electric SUV a realistic alternative for those who demand more. Luckily, our experience designing and producing e-tron’s global debut, a decade of working with electric vehicles, as well as supporting AUDI AG in their Pike’s Peak descent test drive, allowed us to get to work quickly, telling the e-tron story to key members of the media.
The Idea
A media event that pairs Audi’s luxury aesthetic with a rigorous real-world immersion into e-tron's features and capabilities.
Dynamic Locations: Event guests were able to see e-tron in its element … the garage of a luxury home in Napa, charging at a busy office environment in Sacramento, and gliding down the snow-touched roads of Lake Tahoe.
Technology: We worked with Audi's partners at Amazon (home charging) and Electrify America (charging infrastructure) to demonstrate charging scenarios, hosted augmented reality briefings on e-tron's high-tech systems, and gathered real-time data that was shared with media throughout their drive experience.
Lasting Impressions: Exciting touches throughout the event led to successful coverage across social and traditional media. Inspired dining experiences, giveaways leveraging Audi's Marvel partnership, and photogenic vehicle displays allowed for dozens of unique social posts which garnered thousands of impressions.
The Result
Journalists experienced firsthand that Audi’s first fully electric SUV could competently meet the lifestyle and driving needs of e-tron’s target audience. Thoughtful experience design and event planning helped build the foundation for the desired media coverage and messaging that resulted.
