Audi A1

Audi A1—
The Next Big Thing

Art Director

A Digital-First Debut for the Audi A1

The 2010 Audi A1 campaign, a collaboration with Justin Timberlake and agencies Razorfish and Heimat, to position the compact car for a young, urban audience. As a digital-first initiative, it leveraged interactive web series, social buzz, and user engagement to drive brand awareness and sales.

Strategic Implementation

- Challenge: Launch the A1, a premium compact car, into a saturated market dominated by established competitors.

- Target audience: Tech-savvy millennials and urban drivers.

- Objective: Shift brand perception from traditional luxury to fun and accessible.

- Strategy: Partnered with Justin Timberlake as brand ambassador to generate buzz.

- Context: The Digital landscape was rapidly evolving, with social media and interactive content becoming key engagement drivers.

Introduce Audi A1 to a New Generation

- Conceptualized a six-episode web series.

- Integrated interactive elements to drive user participation.

- Leveraged social media for campaign amplification.

- Generate significant online buzz.

- Encourage virtual test drives.

- Achieve 150,000+ engagements.

- Position the A1 as the decade’s fastest-selling compact car.

Data-Led Storytelling That Converts

Starting with user research (e.g., analyzing millennial behaviors on TikTok/Instagram analogues), the team developed the six-episode thriller starring Timberlake, blending high-speed chases with Audi A1 features.

We reached 185,000 registered users on the microsite, with 40,000 configured vehicles, showcasing high user interaction.

The platform recorded 185,000 registered users and 40,000 vehicles configured. The production capacity had to be raised by 20% to satisfy advanced orders.