A digital brand experience in multiple acts
In 2021, Audi has eleven new models on the list. The brand strategy under the motto “Future is an attitude” — namely to shape the future of premium mobility and create fascinating experiences for it. This attitude and the new product portfolio naturally want to be presented in an appropriate and tangible way: 2021 completely digitally, as part of the three-part Audi Convention 2021, which covers the entire year.
Digital drive for Audi
For more than 10 years, marbet has been planning and implementing brand experiences for AUDI AG. Almost all formats have been planned and implemented — from international dealer events to test drives and driving experiences for customers, e.g. as part of major winter sports events to exclusive Audi VIP events — e.g. around the Salzburg Festival. The 2021 Audi Convention now required a purely digital solution that can touch as emotionally as these fascinating events before the pandemic. As always, the marbet consulting expertise is activated first: How can the concepts outlined by Audi make the maximum contribution to the defined event goals? This is followed by detailed concepts, planning and implementation, during which marbet supervised the entire show production and the associated content management for the 2021 Audi Convention.
The first part of the Audi Convention took place digitally in February 2021. In this virtual format, Audi's global dealers, importers and internal employees were initially addressed emotionally. This was followed by the e-tron GT world premiere “Celebration of Progress,” at which, in addition to Markus Duesmann (CEO of AUDI AG), prominent guests such as designer Stella McCartney authentically conveyed the highlights of the new Audi models and the brand message.
This was followed by Audi's second major world premiere this year: the Audi Q4 e-tron. This eagerly awaited debut was also staged worldwide as a digital stream, with Steven Gätjen as presenter and many exciting speakers on stage or digitally. Here too, marbet's task: planning, coordinating and supervising the entire event and crew management as well as artist support.
Never change a running system: Audi Convention 2021 Part 2
The second part of the 2021 Audi Convention followed in May 2021, once again purely digitally streaming with focus talks and digital dialogue offers and aimed at the target group of dealers, importers and employees. In focus this time: the entire Audi e-tron family. For this purpose, too, “on demand” content was produced for all target groups and needs. At this convention, Marbet was once again on the conductor's podium planning and implementation, and thus during the digital transformation of the event. Once again, marbet took over the planning and coordination of show production as well as content, media and digital guest management. The result: a worldwide live event streamed at premium level, both technically and staging. Thank you!
