AUDI launched its China-exclusive brand & E concept car via an immersive HYPER DRIVE tunnel for 600 guests, livestreamed to 85M, embodying “The Best of Both Worlds.
The objective was to launch the new, China-exclusive AUDI brand and its flagship E concept car in the world’s most competitive auto market. This was not a conventional product launch; we needed to launch an entire brand philosophy, “The Best of Both Worlds,” simultaneously with the car.
The goal was to create an unforgettable, defining moment that would generate massive awareness from zero, establish immediate credibility, and position the AUDI E concept as the embodiment of fusion: German engineering prestige meets Chinese digital innovation. Success meant attendees and millions of online viewers would perceive the car not just as a vehicle, but as the physical result of a powerful new idea.
Our strategy addressed the challenge of establishing brand credibility in the world’s most challenging car market.
Research with the Chinese target audience revealed they judged automotive brands on their ability to demonstrate innovation, rather than merely claim it.
Using this as a basis, we created a stunning physical transformation of the venue, with a reveal from a traditional space to an immersive environment with the AUDI HYPER DRIVE. Leveraging cutting-edge technology for the event execution drew direct comparisons to the AUDI E concept’s avantgarde technology and innovation.
We took that impact a level further by integrating livestream infrastructure that could bring the experience to 85+ million viewers online, allowing them to also become immersed in the VR experience despite viewing from their devices.
By transforming traditional product launch architecture into an immersive brand experience, we created a physical metaphor for the transformative ambiti
