Audi A1 Brand Ambassadors Lauches

The Challenge

The team was commissioned to conceptualise and manage the launch of the Audi A1 to the South African Market. The launch included the Audi AreA1, national Dealer and Brand Ambassador parties and the Underground Driving Experience. As this vehicle was quite late to market and needed to compete with the likes of Mini in the same segment

The Solution

In keeping with this vehicle’s youthful and trendy target market, the A1 launch took place on the Melrose Arch Piazza and Grand Central was used as our function venue. The fun and unique Audi A1 Advanced Driving Experience saw a section of the underground parking at the Melrose Arch being transformed into a super cool racing track complete with carefully planned skid, delightful hairpin bends and an area for authentic handbrake turns. The public, dealers and prospective clients were safely taken through this hair-raising Audi A1 experience by a squad of dedicated professional drivers.

The Result

The team managed six events in Johannesburg and 2 in the coastal regions, including the Audi A1 brand ambassador announcement party, which was MCed by Trevor Noah and attended by glamorous A-List celebrities such as Jo-Anne Strauss, Somizi, Prime Circle and all of Joburg’s who’s who.



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