In the Spring of 2023, Audi Canada launched its new fully electric Q8 e-tron models. At a time when rapid EV innovation made performance, range, and technology feel like table stakes we needed to capture the hearts and minds of drivers. The challenge was to prove that Audi’s flagship EV lineup delivered beyond this expectation – the uncompromising premium experience synonymous with the four rings. In a category racing to out-spec itself, luxury risked becoming rational.
The concept tells a beautiful story versus outlining a series of features. This alone gave us confidence that it would resonate with our customers
– Head of Marketing, Joseph Ottorino
Instead, we demonstrated how it really feels behind the wheel by inviting supermodel Coco Rocha to experience the Q8 e-tron in a first-of-its-kind test-drive—measuring her every feeling and emotion with the vehicle as data. Then, a custom-built A.I. engine turned her feelings into breathtaking art expressions of the vehicle’s design, performance and refinement—shaping the aesthetic and storytelling of the launch campaign that invited drivers to feel the art of Audi like never before.
The Art of Audi digital and social campaign generated 50 million impressions and quickly propelled the Q8 e-tron into the top five most searched and trafficked Audi models, outperforming its gas equivalent, the Q8, by 25%. It exceeded conversion benchmarks with more than 66,000 click-throughs to the model page, a 7.6% build-and-price completion rate, and 2,500 dealer contacts, 20% above projections.
By October, Audi Canada led year-to-date national vehicle sales, surpassing Lexus, BMW and Mercedes Benz, and reinforcing Audi’s leadership in the premium automotive market.
66,000 clickthroughs
7.6% build-and-price completion rate
2,500 dealer contacts