Objective:
To launch the new Audi A8L in South Africa by positioning it as the pinnacle of luxury, performance, and cutting-edge technology. The campaign targets an elite audience that values sophistication, power, and status.

Target Audience Profile:
Minister Maseko, a high-ranking cabinet official, frequently travels for high-level meetings both domestically and internationally. His demanding schedule requires a vehicle that provides not only luxury and security but also comfort and a productive space while on the move. The Audi A8L, with its spacious interior, advanced technology, and unmatched prestige, perfectly meets his needs for a chauffeur-driven vehicle that reflects his stature and accommodates his busy lifestyle.

Creative Concept:
The launch campaign for the Audi A8L revolves around the themes of status, authority, and unparalleled comfort. The narrative emphasizes that the Audi A8L is not just a luxury vehicle but a symbol of power and prestige. It commands attention and respect, ensuring that when you’re driven in an Audi A8L, you arrive even before you’ve reached your destination.

Event: Ministers

Given the busy schedules of our target audience, traditional test drives might not be feasible. Instead, we targeted their chauffeurs. For this activation, we selected the chauffeurs of prominent ministers, offering them the opportunity to drive their employer to the SALGA Provincial Conference in the new Audi A8L for a day. This allowed both the chauffeur and the minister to experience the luxury and power of the vehicle. Additionally, the Audi A8L was prominently displayed at the conference’s arrival area, and press coverage was arranged.

Event: CEOs

We identified several influential and forward-thinking CEOs and curated an exclusive experience for them at three prestigious venues in Johannesburg—Auberge Michel, Browns of Rivonia, and The Polo Lounge at The Westcliff. A convoy of Audi A8Ls chauffeured these CEOs from one venue to the next, with each stop featuring a course prepared by a renowned chef. The evening culminated at The Polo Lounge with an inspiring talk by the esteemed speaker Edward de Bono.