AUDI dreams the impossible and makes it come true.

The new concept cars are designed to push the boundaries towards an electric future.

This ambition is shared by its target group: the young and digital elite.

AUDI, a future brand with attitude.

To reinforce this image among digital natives, we developed a collection of 7,000 non-fungible tokens (NFT), which is a kind of a synonym for “future”.

We aimed to sell these NFTs and create as much money as possible for UN Refugee-Aid through an auction.

NFTs are valuable crypto assets that represent unique items, either real or digital.

They trade for huge amounts of money and represent the future for digitally-savvy early adopters. Audi is also following this path with its new models.

To demonstrate AUDI's future viability, we would enter a dialogue with the target group at the OMR Festival in Hamburg.

With over 70,000 visitors, the OMR has been gathering Germany's digital innovation elite for years.

As OMR's partner, Audi provides special wristbands linking visitors to the Audi Pavilion where a giant cube featuring the new Audi RS-e-Tron GT catches everyone's eyes.

The wristbands track visitors' location data and transmit it to our cube. AI software transforms data points into digital art with blobs of color, creating a flowing work of art to admire.

We auction the artwork as NFTs for charity, positioning Audi as a co-creator of NFT art among early adopters.

During the OMR festival, we generated a captivating digital artwork on the out-of-home cube and transformed it into the world of NFT art.

We created a limited collection of 7,000 NFTs from it and focused our targeting on digital environments to generate buzz beyond the OMR festival.

a) high affinity for Audi,

b) high affinity for art and design, and

c) especially those environments where the NFT community gathered.

In addition to attention-grabbing videos on LinkedIn (targeting art and design) and on Facebook (targeting Audi affinity), we occupied YouTube channels specially created for AUDI for NFT art to encourage the crypto scene to bid for one of the 7,000 NFTs.

We partnered with Timeless, a collectibles distributor, to focus on the active NFT community. Timeless created a mix of newsletters, push notifications, and exclusive interviews with a social presence for this purpose.

The proceeds of $850,000 were the world's most successful NFT charity auction to date and went entirely to UN refugee aid.

And even after the end of the auction, thanks to Smart Contract, 10% of each resale of the NFTs will also benefit UN refugee aid.

Media outreach increased investment six-fold (ROI: 6.45 or 645%).

Within one week, AUDI gained 100,000+ new followers on Twitter (+20%).

AUDI image value "Future" increased to +7% vs. previous month.

(Google Survey: "Which car brand do you think is well equipped for the future?")

AUDI image value "Premium" improved by +4% vs. previous month.

(Google Survey: "Which car brand do you most associate with "Premium Image"?")

The annual survey by the opinion research institute YouGov revealed that Audi is the new number one among the Germans' favourite car brands. This is the first time ever that Audi has topped the ranking.