ABOUT

The target audience are either known Audi owners looking for a new car or people that have registered interest in purchasing an Audi.

The target audience is broad however we can assume they are specifically attracted to what the Audi brand stands for.
Because of the above assumption and as we do not know the model of the new unreleased vehicle, the concept is based on the positive feelings and emotions associated with weather and driving - specifically summer.

Firstly, although not all people enjoy driving in summer, it is assumed that most do and therefore will appeal to the majority and variety of the audience. Secondly, the concept is timely as we approach spring and summer.

At the same time, the complementary imagery shows different aspects of Audi vehicles reinforcing innovation, design and experience. Likewise I have written copy that is more human and conversational – less ‘extra uber special VIP’ fluff – while at the same time being clear in the offer and hard details but subtly evoking curiosity and desire.