When Audi launched the new Audi A3 Sportsback, petrol heads and tech aficionados were once again expecting Audi to live up to its promise: Vorsprung durch Technik.
The Audi A3 Sportback advertising campaign in 2013, led by Razorfish Germany, was designed to defend Audi's territory in the compact car segment, particularly against Mercedes-Benz's A-Class, which was directly targeting Audi's core audience. The campaign focused on the A3 Sportback, a sporty four-door compact car, with the motto "Harder, better, faster, stronger." This theme aimed to resonate with the accelerated lifestyle of the target audience.
The campaign utilized various mediums such as TV, interactive media, out-of-home advertising, and print to reach brand influencers, men, and young men aged 20-35. The primary objectives were to increase sales and volume for the A3 line, and the campaign successfully achieved these goals by outperforming benchmarks and accelerating sales significantly.
The Audi A3 Sportback campaign effectively defended Audi's territory in the compact car segment, resonating with the target audience and leading to notable sales success.
As the Junior Art Director I worked with the Audi design lead supporting the biggest car launch in 2012. We wrapped up all the innovations Audi had packed into the new A3 and made them available on a fully responsive, cross-device friendly and designed to focus on what mattered most: the new Audi A3 Sportsback.
In about six weeks we launched an HTML5 microsite aiming at the top-end browsers - both on laptops and mobile and web special devices to enable fans from all over the world to explore the new offspring of the Audi family.