In keeping with the spirit of Contemporary and with the interests of visitors coming to this space, we decided to become a part of the art event. Therefore Audi created its own gallery like others in the exhibition. And in this gallery dedicated to Audi, we exhibited a piece of work that specifically described our transport sponsorship, while also remaining in keeping with the rest of Contemporary Istanbul.

A gallery space was reserved for Audi and became an official part of the exhibition area. In it we exhibited an artwork in the form of a picture frame, hanging in reverse, to reveal the wire thread of its hanger molded by an artist into the iconic silhouette of an Audi R8. Our presence as an ‘Audi gallery’, the preparation of the artwork by an artist combined with the intriguing display combined to make the announcement of a simple sponsorship into a part of the Contemporary experience. Personal discovery of this simple message in an artistic expression made it more memorable. The exhibition was exhibited for the full period of the fair. The month in which the exhibition took place a still image of the picture frame was used as the basis for press advertising to increase awareness of this activity. A real gallery space was created for Audi.

This Audi sponsorship artwork was physically examined by 90.000 visitors to the gallery. Many more potential Audi customers were exposed to the work in social media channels and as readers of the premium magazines in which Audi advertised in September. There were 5 attempts to purchase this piece, but the work has been added to the Audi collection. During 3 days, visitors who visited the Audi exhibition area were informed. We can only judge the activity’s success by very positive responses in the gallery space and overwhelmingly positive feedback in social media. Awareness of Audi’s presence at and support for Contemporary Istanbul was higher than in years when vehicles were displayed and a minor logistical sponsorship attracted a great deal of attention and appreciation from visitors.