Audi SQ5
Luxury, Performance and Adventure
Audi Canada introduced the SQ5 with a West Coast launch in Tofino—blending performance, luxury, in the spirit of adventure.
Strategy
Brand Design
Copywriting
Google Ads
Meta Ads
The Challenge Audi was launching the SQ5, a luxury performance SUV. The digital landscape for paid search was overcrowded and costly. We needed to launch this vehicle to a performance-minded demographic without engaging in expensive bidding wars. The goal was to generate organic desire and "earned media" through authentic storytelling.
Strategic Action
- 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% Drop in CPM compared to previous traditional model launches.
- Viral Impact: The campaign became the most-shared Audi Canada launch at the time. (As of 2016)
- Asset Longevity: Created a global bank of influencer and press content that was used for years post-launch.
Strategy
Brand Design
Copywriting
Google Ads
Meta Ads
The Challenge Audi was launching the SQ5, a luxury performance SUV. The digital landscape for paid search was overcrowded and costly. We needed to launch this vehicle to a performance-minded demographic without engaging in expensive bidding wars. The goal was to generate organic desire and "earned media" through authentic storytelling.
Strategic Action
- 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% Drop in CPM compared to previous traditional model launches.
- Viral Impact: The campaign became the most-shared Audi Canada launch at the time. (As of 2016)
- Asset Longevity: Created a global bank of influencer and press content that was used for years post-launch.
