Audi

Audi Feastival

Goal

Audi and the Delaware Valley Audi dealers set out to increase brand awareness of their luxury vehicles among an affluent audience in the Greater Philadelphia region. They wanted to align with a highbrow foodie audience and well-known chefs in the area. Brand presence and alignment were key, but in 2015 there was also an emphasis on data collection and driving traffic to their website and into their dealerships.

Solution

Through a strategic marketing partnership between Philadelphia magazine and FEASTIVAL (an annual fundraising event for FringeArts, featuring the best restaurants in Philadelphia), Audi aligned not only with an engaged foodie community but with the top chefs in the market. Each year, a custom campaign was shot featuring select chefs and restaurateurs with the latest Audi vehicles, promoting both Audi and this notable charity event.

In 2015, City/Studio enhanced the existing campaign by creating a series of videos documenting a day in the life of these chefs and integrating Audi vehicles. The videos were distributed within a native campaign on phillymag.com, which also drove traffic to a sweepstakes for a chance to win tickets to the event. Ultimately, the campaign allowed Audi to capture data from its target audience of foodies in the Greater Philadelphia region. The documentary style of these videos drew a large audience beyond phillymag.com, and Audi was able to repurpose them for a national campaign on their own website.