Our Creative was ‘A1 in cargo container’. We utilized a familiar image of imported vehicles and goods transported in cargo containers by vessels to create the image of A1 in cargo container, in order to visually announce the arrival of A1 in Korea. This creative was applied on each step of Teasing, Press Launch, Launching Party and Public Launch, thus successfully interweaving the entire event with our Creative, and to consistently communicate with customers.

The new Audi A1 launch event was executed in 4 steps.

1.Teasing Event

(17th - 20th June / Venue: Garosu-gil, Haeundae, Hongik univ. , IFC mall)

A1 in a cargo containers were placed in downtown at hot places, and the following day, A1 were unveiled to the public with the removal of the container.

2.Press Launch

(18th June / SJ. Kunsthalle)

Press Launch was held at SJ. Kunsthalle, a place made up of cargo containers. We built stage back wall using the cross section of cargo containers.

3.Launching Party

(19th June / SJ. Kunsthalle)

Launching Party was filled with full of contents to make the public possible to experience A1 lifestyle.

4.Public Launch

(20th - 28th June / Common Ground)

Set up Test Drive and Lounging at Common Ground, the world's biggest cargo container complex. Conduct Test Drive of just-arrived A1 from the cargo container to reflect Creative.

We divided cognitive and behavioral processes of customers’ appraisal of The new Audi A1 into four steps, creating launch event that produced desired customer response.

During Teasing Event, we brought about public pick-through behavior by evoking curiosity of The new Audi A1 which is located inside the container box. On the subsequent day, opening the container box and thus revealing the identity of A1 eventually led to increased SNS upload on The new Audi A1.

Articles reported through Press Launch recorded 207 items, recording $589,789 (527,916 EUR) of AD value. The photo of the new Audi A1 placed on the Back wall, made from cross section of container was spread out through various media as well.

A1 lifestyle and container-type contents at Launching Party, container building with A1 branding at Public Launch, Test drive at Common Ground were uploaded 1,053 times through social network, consistently creating buzz.