Audi Film Audi Sport - Join the League of Performance by thjnk Hamburg

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Audi Sport - Join the League of Performance

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Industry Cars
Media Film
Market Germany
Agency thjnk Hamburg
Executive Creative Director Gerrit Zinke
Creative Director Fabian Königer, Andreas Wagner, Michel Foertsch, Alexander Grapp
Senior Art Director Samuel Huber
Released November 2016

Awards

Ame Awards 2017
Use of Discipline Integrated (mixed media): Germany AME Bronze Medallion

Credits & Description

Agency: Thjnk Ag
Brand: Audi
Country: Germany
Audi / Head of Marketing Communication: Giovanni Perosino
Audi / Head of Creation / Sales Media: Michael Finke
Managing Director: Anke Peter
Strategy Director: Sascha Kovrigin
Executive Creative Director: Gerrit Zinke
Creative Director: Fabian Königer
Creative Director: Michel Foertsch
Creative Director: Andreas Wagner
Creative Director: Alexander Grapp
Design Director: Roman Lukowski
Art Director Senior: Samuel Huber
Account Manager: Louise Hobe
Account Director: Anna Lee Sønnichsen
Synopsis:
In the beginning of 2016, „Audi Sport“ – Audi’s sports models brand – lagged behind its competitors Mercedes AMG and BMW M – in awareness, fan base and sales. The challenge: to establish a vibrant fan base around Audi Sport in only one year. Audi’s solution: an invitation to join a special league – The League of Performance – and a special campaign built around a unique brand experience. The results: within one year, the League of Performance became the emotional focal point of Audi Sport multiplying its fan base. The hashtag #leagueofperformance reached 42 million new fans. While the sales of Audi sports models rose by 39% worldwide compared to 2015.