Since suspension of sales in 2016, AUDI Korea was losing both customers and their image constantly. To turn the table, they needed something more than one-time event, something powerful like intense viral marketing campaign. But at the moment AUDI Korea didn’t have a new model to launch. So they decided to start cultural campaign to reach out to the customers.

Seoul, Korea. This battlefield of the international business had experienced so many so called “cultural events” already, in different forms like music, fashion, food and etc. Most of them failed. Some of them failed because event itself swamped the brand or customers turn their back because a brand was uncomfortably too emphasized in the event. It was very difficult to find a balance. In this circumstance we decided to work the “Seoul” itself.

Roads of Seoul connect everywhere to everywhere. Road is the vain of this hi-tech city. AUID traveled through these roads with people of Seoul all the time. We name this legacy “ROUTE”. “ROUTE” project is to discover hidden side of Seoul the beyond of everyday-life and express the city in the way that AUDI sees and share it.

As AUDI was imported brand we had to take extra care about the subject or it might seem shallow. So to give a gravitas to the project we collaborated with a documentary magazine ‘Magazine B’ and published ‘Route B – Seoul Archive 2018’. It is to give people the impression how we take seriously about the topic. Also use popularity of ‘Magazine B’ among the influencers. It was very helpful to expend the effect of the campaign. Also we put various benefits in the issue so customers can follow our road maps and enjoy the true essence of Seoul.

After publishing ‘Route B’ issue, it was our turn in the collaborated campaign. It was to bring the ideas and contents in the magazine into the actual event.

The event was private party with 400 selected guests on Dec. 8 2018 in ‘D Museum’. We use 1000? space and brought the ‘Route B – Seoul Archive 2018’ issue to the real world.

The floor was painted like a road map and we put AUDI A6 in the center of the space to visualize the ideas of ‘Route B” and emphasize AUDI. A fashion show in the theme of “night of the Seoul”, mix sound and media art based on k-pop, F&B inspired by street food of Seoul, Amenity Bar participated by the most famous hotels in Seoul and special beverage just for the night by ‘Fritz’s Coffee’ were there.

At the beginning, expectation and budget we receive from AUDI was not so high. Though it was small low budget project with no direct relation with AUDI’s product. But the subsequent events were unbelievable. Throughout numerous social medias include Facebook, Instagram and various blog, with high praise from the guests, over 1600 postings were made along with more than 100,000 reactions and in total 16,000,000 on-line exposures was done. Until this day, due to continuous selling of the magazine. Attention of ‘Route B’ is still high among AUDI’s customers.