- Year
- 2017 - 2017
- Client
- Audi Canada
- Role
- Senior Consultant
Audi Canada introduced the SQ5 with a West Coast launch in Tofino, blending performance, luxury, in the spirit of adventure.
The Solution
Selling the Adventure
Instead of just marketing specs and luxury, I directed the strategy to market the "adventure lifestyle." We positioned the SQ5 as the vehicle that is equally at home in the city and on the edge of the world. Adventurous lifestyle as the ultimate luxury.
Earned Media Ecosystem
Organized a "West Coast Adventure" press trip (Victoria to Tofino). By putting top automotive journalists in the car on rugged, scenic coastal roads, we generated a massive wave of authentic, high-quality reviews and video content.
Content Syndication
Took the high-quality assets generated by the press trip and used them to fuel our organic and paid social channels. This high-engagement content allowed us to bypass expensive search keywords entirely.
Key Results
- 92% Lower CPMVersus prior traditional model launches.
- Most SharedAudi Canada's top-shared launch at the time.
- Content BankPress assets reused globally for years after.
