Audi is a brand built around transformative, game-changing technology. At a time in which it’s getting harder to capture the luxury consumer’s attention, Audi must maintain their position as a forward-thinking brand by pushing the category boundaries.

For the launch of the A6, that meant all elements of our campaign, from the partners we put on a plan to the stunts and activations we champion, had to be pioneering and progressive.

Our goal was to drive consideration for the all-new Audi A6. But we made it our mission to rethink the whole consideration experience and create a stunt worth sharing.

When researching the A6 target – upwardly mobile people – we unearthed the insight that, for them, convenience is a luxury. They’re successful professionals, with high aspirations and heavy workloads. They value solutions that will save them time, and value exclusive, premium experiences. Like listening to classical music (122 index) and learning about fine arts (114).

How could we put them in the A6 driver’s seat, to experience the luxury world of the A6, and do so in a way that would save them time?

In today’s world, if people want to test drive a car, they head to the dealership. For our target, nothing less than convenient would do. We needed to create the test drive of the future: bring the drive to them, and give them an unforgettable experience, worth sharing with others.

Where to? Seattle. The fastest-growing tech hub in the US (Geekwire).

How do you create the test drive of the future? You bring together the automaker of the future with the store of the future, Amazon Go.

Strategically located in Seattle, the store provides a technologically advanced shopping experience, where no checkout is required.

We used this location to bring the test drive to our progressive target: walk instore, grab a key, walk out and drive.

The stunt offered test drives in the superb Audi A6, with each drive ending at an unforgettable Seattle experience, tailored to the passions of our luxury audience.

But creating this test drive in one city wasn’t enough to create consideration for the car nationally. A content program was also needed to give it the gas to Go, impacting people who didn’t experience the test drive themselves.

Shoppers visiting the Amazon Go store in tech-friendly Seattle were greeted by an end-of-aisle display with “key boxes” that challenged customers to experience the “Test Drive to the Unknown.”

A fleet of A6 cars were parked outside the store, immediately available for those brave enough to pick up the key box. Each box represented a unique test drive experience that aligned to our target’s passions: a personal concert symphony, art class, helicopter ride and more. Test drivers didn’t know where they were headed when they got behind the wheel: but they ended up exploring hidden treasures of Seattle, all while reveling in driving the A6.

We captured the experiences as content, and hosted mini films on a custom landing page, where people could also browse features of the car, read reviews and more. Paid support ensured scale, and showcased that driving the A6 was an unmissable experience.

Consideration increased +17.5% (source: Kantar), and the A6 was the most viewed sedan on AudiUSA.com in November, surpassing all its siblings.

Over 200 consumers took test drives. We received glowing feedback, one of whom shared, “I used to have an Audi. This makes me want one again.”

The bulk of the program’s success came from bottling the magic of the activation and sharing it with a larger A6 target, countrywide.

With 36M video views, 30M imagery views and 15M earned media impressions, this single-store activation and content program also generated awareness for the A6 (+9.3%; Kantar), while highlighting Audi as a leader in progressive luxury.

By locating the campaign at Amazon Go, the most advanced shopping experience, we helped Audi deliver on their brand promise of leadership in progressive technology and gave the world the first glimpse at what the new age of retail could offer a premium automaker.