Challenge:
Audi’s dominance in the 24 Hours of Le Mans endurance race was well-known in Europe but lacked awareness and enthusiasm in the U.S. market.
Insight:
Consumers could be engaged through immersive experiences, connecting the endurance theme of Le Mans with a similarly challenging, participatory experience.
Opportunity:
Build a campaign that leverages Audi’s endurance racing heritage, inviting U.S. consumers to engage with the brand through real-time challenges tied to the race.
Solution:
Developed the campaign “Do You Have the Spirit That Drives Us?” which featured online quizzes and live challenges in key U.S. markets. Winners were given the chance to join Audi’s race team in France, documenting and sharing the experience live on social media.
