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Audi Korea is strategically engaging with Korean YouTube users through localized content that accurately reflects Audi's global Brand Narrative.
The Brand Narrative for 2022 was "Future is an attitude" (FIAA), meaning "The future depends on your perspective." In the "My e-tron" campaign, Audi showcased the perspectives of its customers, the directions they aspire to in life, and the harmony between their lifestyles and Audi models through customer interviews and interviews with celebrities like Choi Si-won and Shin Dong-heon.
In 2023, the Brand Narrative was updated to "Progress you can feel" (PYCF), focusing on the tangible 'reality' of the products. This narrative highlighted the technology and performance of the products, the satisfaction derived from a transformed life, and the premium quality of the products. Audi employed football player Hwang Hee-chan, a progressive figure matching this slogan, as the model to strategically overlap his performance with the product's unique selling points (USPs) to appeal to customers.
Additionally, the revised brand strategy aimed to present a product-centric and technology-centric concept on social channels. Notably, through content created by applying a new advertising genre called FOOH, Audi impressively showcased its unique "quattro" technology in a slightly exaggerated but impactful manner within a short timeframe. This allowed customers to recognize and empathize with the PYCF message in a different way.
As a result, Audi Korea successfully reinforced the strengths of its products and technology to its customers. The video "A Story of Progress: Hwang HeeChan" won an award at the "2023 Korea Digital Advertising Awards." Moreover, the FOOH video "Audi RS e-tron GT Winter Quattro" achieved 1.5 million views.
Nomination Title: Korea 017 Audi Korea 2024 YouTube Campaign
