AUDI etron GLOBAL CAMPAIGN
World Has Gone Electric
Photograph: Frithjof Ohm
Director:
Copywriting: Christian Bosse
Art Direction: Ines Gerlach
Creative Direction: Sönke Schmidt, Philip Wienberg
STRATEGY
With the launch of the Audi e-tron, the brand signaled the beginning of a new era—proving that electric mobility is no longer the future but the present. The campaign positioned the e-tron as a true alternative to combustion engines, combining Audi’s signature performance, design, and innovation in a fully electric drive.
INSIGHT
Electric mobility is a new frontier, and potential buyers often hesitate due to uncertainty about range, charging, and performance. By breaking down these complexities into relatable, real-life comparisons, the campaign made innovation feel intuitive and accessible.
CREATIVE EXECUTION
A modular system of 6-second video snippets distilled key features into engaging, easy-to-digest stories. Each snippet focused on a single benefit – charging speed, range, or performance – allowing for flexible adaptation across markets and audiences. This approach ensured a personalized and scalable campaign, dynamically tailored to different customer needs and stages in the buying journey.
CHANNELS
A digital-first global rollout across social media, supported by targeted paid media and data-driven personalization to guide audiences through their buying journey.
