21% boost in regional sales realized by repositioning ‘S’ model range across Middle East, conceiving multi-lingual campaign’s sophisticated, sporty, aggressive tone, ultimately growing agency’s client representation from 9 to 14 countries.
BMW’s “M” series had hit Middle Eastern roads in the early ‘80s and had a significant head start over Audi’s premium ‘S‘ models, as did Mercedes Benz’s “AMG” models. The challenge was to nudge BMW’s supreme position as a coveted symbol of ultimate motoring capability. The task was to launch and reposition the ‘S‘ line across nine Middle East countries as an equal and viable alternative to its rivals. The wider mandate was to establish and reinforce overall Audi awareness, creating aspirational value and driving sales of its regular ‘A’ models.
Led the team to develop an integrated, multilingual marketing campaign targeting affluent Arabs and expatriates who demand extreme performance together with the highest degree of refinement. Conceived the campaign’s sophisticated, sporty and aggressive tone of voice with equally compelling copy and visuals to make the S4, S6 and S8 vehicles overpower and overwhelm.
Boosted Audi regional sales by 21% and ultimately grew the agency’s client/brand representation from 9 to 14 Middle East countries.