Challenge
The challenge for Produpress in the partnership with Audi Sport for 2022-2023 was multifaceted. The primary goal was to establish a “Sport & Tradition” partnership reminiscent of previous collaborations with other automotive giants like Daimler and BMW.
This initiative was set against the backdrop of the launch of the Audi RS3 Performance edition and Audi Sport’s involvement in various racing disciplines including the Dakar Rally, 24 Hours races, and eco-friendly motorsports. The partnership aimed to leverage storytelling to enhance Audi’s brand awareness, especially focusing on their rich heritage, technological evolution, and future in electrification.
Solution
Produpress responded to this challenge by implementing a comprehensive 360° activation plan over a 12-month period from September 2022 to September 2023. This strategy involved creating native content and storytelling pieces that highlighted the past, present, and future of Audi Sport. The content featured key interviews, product demonstrations of the RS3 Performance edition, and insight into Audi’s strategy in sports and competition. Publications were strategically released in print and online, including dedicated articles in Moniteur Automobile and AutoGids, as well as content on Produpress’s websites and social media platforms. This approach ensured that the rich story of Audi was told in a compelling manner to engage readers and enhance their driving experience.
Results
The partnership yielded significant media exposure and content valorization for Audi, with a total media valuation of €228,300.00 across various storytelling formats. Key published pieces included a mix of feature articles on Audi’s motorsport ambitions, detailed explorations of the RS3 and other models, and experiences at prestigious events like the 24 Hours of Spa. The content strategy effectively kept Audi at the top of mind among automotive enthusiasts, blending traditional media with digital outreach to maximize audience engagement. The campaign successfully highlighted Audi’s innovative approach to sports and tradition, contributing to a stronger market presence and enhanced brand perception among Produpress’s audience.
