A holistic view on design has shaped Audi’s legacy and defines their evolution. With digitalization and user experience becoming a necessity in every domain, Audi is developing design not just through aesthetic elements but by creating immersive experiences which are intuitive, intelligent and a solution provider. To match this we needed to create a campaign that is memorable and strengthens Audi’s position as the leading progressive design-driven brand while driving reach, awareness and engagement for Audi’s participation at Design Miami 2022.

For Audi’s participation at Design Miami 2022 our mission was to share a vision of what the future of design and premium mobility could look like. In collaboration with digital artist Andrés Reisinger, we introduced Audi's first virtual artwork, inspired by the Audi grandsphere concept. This concept car is Audi’s vision of future premium mobility which is all about experiences – digital, connected, personal. The artwork explores the idea of these experiences by taking you on a journey through spaces that convey a certain feeling of freedom and well-being – much like the car itself. With a physical appearance at Design Miami, it became an immersive experience – beyond social, beyond just digital. With a focus on the design-driven platform Instagram and with more than a single piece of content, we created a socially led multi-channel campaign, a celebration of design and what is possible.

Our primary target was the broad premium audience with a diverse range of interests, spanning art, technology, nature, and international events. They are avid users of social media, particularly Instagram, and online videos.

Our campaign revolved around Design Miami, featuring pre-, event, and post-event communications. We seamlessly transitioned from the digital realm to the physical world to create an immersive brand and product experience. We kickstarted engagement with an introductory film by the artist, offering insights into his life, art, and vision of the future, along with sneak peeks of the collaboration and artwork. This engaged our communities well before the physical unveiling of the artwork in Miami and the digital release across our global channels. Collaborating with Andrés, we crafted tailored digital content to both excite and educate our audiences, fostering ongoing dialogue about meaningful design. We've consistently responded to their inquiries/emotions, maintaining a dynamic conversation across all platforms.

Audi is strongly recognised as a design brand by its community and presents itself as a “designer among designers”. And as design becomes more and more digital, the digital artwork, and the campaign as a whole, positioned Audi as the most progressive premium brand at Design Miami 2022 and beyond, demonstrating Audi’s brand core of “living progress”. The campaign creates an immersive and meaningful experience to purposely connect and engage with our audience.

The campaign resulted in a complete brand takeover. It became an immersive experience on all platforms with a strong and distinctive visuality and color palette as well as a new look and feel that was praised by the audience and global press. The campaign made a bold statement not just on Audi platforms but across the digital world.

The campaign gained 40.3M impressions, 8.3M video views, 5.7M engagements and 98% positive brand sentiment.