In addition to transforming market environment and user mindset, the sudden COVID-19 outbreak in 2020 severely affected brand and product communication and campaign. While Audi A4L, which was scheduled to launch during this period, was regarded as a “price-performance” choice among high-end automotive brands. The model has been squeezed out of the BBA camp. In addition to improving sales quality, the campaign also needed to show that Audi brand actively responded to the pandemic and helped boost brand image and create new value recognition.

In this campaign we deliver that “All New Audi A4L empowers you to be a stronger version of yourself”. It’s Audi’s product promise, and also an encouragement to users. With this theme, we mobilizes TV channel, Internet and dealer store together. We connected user communication channels to ensure product awareness and a smooth purchase journey. In terms of content, we focused more on resonating users and maintained a loud marketing voice with continuous resonating marketing moves.

In a phase of self-improvement, core users of A4L believe in the value of technology. They are a group of growing, young and new-generation elites. To resonate with them and shape values to draw them in, A4L needed to reshape essence of technology. By sharpening product uniqueness and rarity, enhancing emotional values through celebrity and KOL influences, targeted marketing, emotional illustration of product selling points, A4L reached the communication goal of meeting social expectations and building new value recognition.

On April 3, a Super Cloud Media Workshop All 4 Live kicked off to break limitations of space and time. From April 4 to 9, a live streaming warmed up the official launch. On April 10, the model officially launched and connected all channels. From April 23 to May 17, product strength and celebrity viral videos were released. In the meantime, a more comprehensive communications also kicked off in other various channels.

The campaign covered 7.3 billion audiences and collected 44,000 potential consumers. Internet advertising achieved over 6.7 billion exposures and over 56 million clicks. OTT, radio, outdoor and magazine achieved over 600 million exposures.User likeability and positive review rate improved to the first place among models of the same segment."Be a stronger version of yourself” has built a strong stickiness with users and effectively resonated with them, which also matched with requirements of brand refreshment, building a “Progressive” image. It generated an in-depth and positive influence to brand image building.