How would you introduce a new car model to the US market?

Design a one-of-a-kind product based campaign.

As the advocate for the customer among a large team of creatives, it was important for me to create a meaningful digital experience for Audi customers. We connected Audi’s audience under a single call: #paidmydues. This paying of dues is at the heart of Audi’s brand promise as an aspirational and modern luxury brand.

To honor the model launch, a hub website was created. Affectionately known as the A3 hub, the project aimed to capture social data from the web and present it in a way that honored the celebration of the new model’s introduction to the US markets. So as customers bought the car and posted pictures, all of the images and respective metadata began to tell a story.

Organizing social media data

At its core, the Audi A3 social hub experience contained two distinct experiences. The web’s collection of shared A3 media and nearly a hundred artists who came together in LA to create art in celebration of the release.

We worked to ensure the campaign’s content was beautifully and coherently broadcast over a website hub where visitors could watch as art was being made and also witness tweets around the world come in live. During the peak of creation, the hub felt special and uniquely vibrant.

An uncompromised digital experience

The hub attracted millions and was featured across the media landscape. As a critical component of the Audi A3 US release, the social hub was a creative celebration of the US launch and successfully drove publicity and recognition.