e-tron Launch
Oversaw the development and execution of an international campaign to promote the launch of Audi’s first all-electric vehicle. Responsibilities included overseeing the strategic and creative development of the hero TVC along with eight product-specific spots and an OOH takeover in San Francisco. In addition, was responsible for the integration across PR, digital and social media, CRM, POS, the website and a global press event. Campaign was done in partnership with Audi’s German marketing team and the creative launched in Europe and Asia as well. The campaign launched on the Emmys, one of Audi’s biggest media platforms.
C/D Segment Launch
Managed the development and execution of the new C/D segment vehicles (A8, A7, A6), Audi’s most expensive sedans. The sedan category was falling in the U.S. and the challenge was to make sedans desirable again, while demonstrating the technology in these vehicles. The A8 launch was below-the-line, with an innovative interactive print piece. Oversaw the production of the A7 and A6 launch commercials (below) as well as corresponding product-specific content videos. These were launched on the NFL as well as online and social media, PR, CRM, the website, POS and experiential events.
Brand Story
Oversaw the strategic and creative development of “Driver,” a brand story that launched during the premiere of “The Handmaid’s Tale” on Hulu. “Driver” sought to drive awareness of Audi’s entrance into the autonomous driving movement and drive conversation about the future of automation. Integration management included digital and social media as well as PR and CRM.