We created an online platform called Audi Challenges Arabia, where we invited people to challenge Audi cars. Over 5,000 submissions were received. Audi turned several of them into meaningful and engaging experiences for the region.

Challenge #1045 – Race against Burj Khalifa’s elevator.

We translated this challenge into an epic performance – an Audi RS7 racing in one of the region's highest mountains against the elevator of a proud icon of the Middle East: Burj Khalifa, the world’s tallest building.

Challenge #1040 - Light up a football pitch.

We translated this idea into a broader initiative that reinforced Audi “Vorsprung durch Technik” DNA: progress not only for cars, but progress to help people reach their goals. With the use of 22 Audi Q7, Audi brought a talented Omani boy closer to his football dreams. This story resonated with many: who hasn’t ever dreamt of becoming a professional football player.

We launched the campaign across TV, cinema, OOH and online channels to get people to submit challenges on the microsite. Then we used digital and social media to engage fans with the content generated out of executing the challenges.

Challenge #1045: Audi raced against the elevator of Burj Khalifa, the world's tallest building and a progressive icon. To generate more interest and media coverage, we engaged M.Yasin, U.A.E's fastest sprinter, and E.Mortara, Audi Sport driver, to compete in the race.

Challenge #1040: Audi created an epic football experience for an Omani boy who lacks the facilities to become a professional football player. 22 Audi Q7 delivered 1,250m2 of synthetic grasses to his remote mountainous village, accessible only by a 40-kilometer rocky off-road route. Audi lit up the football pitch with their Matrix-LED-headlights.

This ambient allowed us to tell the story of this passionate boy and showcase Q7’s off-roading ability.

Tier 1:

+10% positive brand perception

+39% price enquiries

+50% test drives booked

+45% Audi showrooms visits

Tier 2:

+120% purchase intent

Tier 3:

Audi Facebook fan base increased by 100%

(KPI: 30%)

More than 53 million people reached.

(KPI: 5 million)

More than 4 million online engagements and 4% of active users.

100% positive online sentiment.

Since the launch of the campaign nearly half a million people have visited audichallengesarabia.com.