Audi had previously launched their new A8 model at motor shows in Europe but was now bringing it to the Middle East for the first time. As a key market for Audi sales (3rd in the world), it was commercially crucial to publicise the new model in the region, celebrating its engineering and advanced autonomous capabilities amongst news, lifestyle and automotive media.
We had access to the new A8 model at the 3rd International Conference on Future Mobility, alongside ‘Bobby’, Audi’s first autonomous concept car.
We utilised shots of the new model, ‘Bobby’ and the wider conference to create a story about future mobility, autonomy and the Middle East at the forefront of these ambitions. The video news release created also included soundbites from Audi Middle East’s Brand Director, Enrico Atanasio, and one of the world’s leading thinkers on autonomous driving, Audi Germany’s Dr Miklos Kiss.
A same-day edit of the content and immediate sell-in meant we were able to highlight Audi’s story amongst key target media and get in ahead of other automotive brands conducting activity around the Dubai International Motor Show, taking place the following week.
The Audi A8 launch VNR achieved broad and diverse coverage across business, automotive and technology publications online, resulting in more than 30 items of coverage.