Results

Brand: Audi India Campaign : pDOOH Innovation for Audi Q8 Pi Launch in 2024 Campaign Objectives (200 words): Establish Audi as a premium and innovative brand by driving awareness and consideration among affluent travelers and commuters in Mumbai. Leverage high-traffic areas to capture the attention of a targeted audience, focusing on affluent individuals traveling to and from Mumbai Airport and daily commuters on the city’s busiest routes. Break through the advertising clutter in Mumbai’s saturated outdoor advertising landscape with a memorable and impactful brand experience. Reinforce Audi’s forward-thinking identity through the use of cutting-edge technology and storytelling techniques. Create a strong connection between Audi’s premium image and the aspirations of its target audience, driving brand equity and increasing interest in test-drive bookings Campaign Strategy (300 words): The campaign was meticulously designed to leverage high-traffic audience hubs in Mumbai, mapping key areas with significant movement from the target group. Western Express Highway (WEH), a zone with the highest vehicular traffic in Mumbai, was identified as a prime location, with over 220,000 daily vehicle movements and 13 million Passenger Car Units (PCU) per month. The placement strategy focused on targeting affluent individuals through prominent advertising near Mumbai Domestic Airport, capitalizing on northbound traffic heading to and from the airport. This ensured the campaign engaged a high-value audience, including premium travelers and commuters. The media mix centered on Digital Out-of-Home (DOOH) platforms to deliver maximum visibility and engagement. The campaign utilized sequentially placed billboards along WEH to create a storytelling effect, presenting Audi as a brand in motion. The creative execution simulated the illusion of the car moving across billboards, drawing attention and captivating the audience. Activated during September-October 2024, the campaign’s key messaging focused on Audi’s innovation and luxury, resonating with the aspirations of its core target group. By combining strategic location