AUDI AG

Michael Finke - Head, Advt. & Sales Media
Lothar Korn - Head, Mktg.
Giovanni Perosino - Head, Mktg.
Robin Ruschke - Head, Interactive Mktg. Comm.

thjnk AG *Lead Agency

Tobias Ahrens - Creative Director
Christian Hansmann - Creative Copywriter
Niklas Kruchten - Acct. Director
Gerrit Zinke - Creative Director, Art

Razorfish GmbH

MediaCom

Alina Hueckelkamp - Chief Strategy & Innovation Officer
Ben Brown - Acct. Director, Global Media

In 2013, Audi had to defend its territory in the compact car segment against Mercedes-Benz's completely overhauled A-Class, a model aiming straight for Audi's core audience. To claim its territory, Audi launched a campaign for the new A3 Sportback, a sporty four-door compact car. Under the motto "Harder, better, faster, stronger" the campaign appealed to our audiences accelerated lifestyle - and hit a nerve. Activation and enjoyment of the campaign outperformed our benchmarks, and sales in the A3 line accelerated significantly.