PROGRESS ON POWELL STREET
Category: Public Spaces;
Title: PROGRESS ON POWELL STREET;
Advertiser/Client: AUDI OF AMERICA;
Product/Service: A7;
Entrant Company: VENABLES BELL & PARTNERS San Francisco, USA;
DM/Advertising Agency: VENABLES BELL & PARTNERS San Francisco, USA;
2nd DM/Advertising Agency: HOOD DESIGN San Francisco, USA.
Sportbacks don’t exactly fit the 'back to basic' mindset that has been championed in the face of the current economic climate. While the last 5 years have seen Audi make huge strides in the US, Audi has not yet had significant success with its higher-ticket models.
Our objectives were threefold: first, create buzz and attention for the new A7 – specifically through press and social media chatter. Second, create a viable challenger vehicle in the segment. Third, we wanted the A7 to act as a halo for Audi, and chip away at the purchasing hesitation around the brand overall.