The Business Problem:
The latest iteration of the pioneering electric e-tron lineup finally arrives. But with entry-level Asian EVs constantly entering the market, consumers' attention were drawn away from Audi's advancements in the EV space.
The Culture Opportunity:
EV adopters now were still seen as "early adopters", with the government pushing this narrative with early EV adoption incentives. Furthermore, issues like range anxiety plagued most brands, creating plenty of uncertainty with buyers.
Solution:
We turned this uncertainty into an opportunity. Early adoption fit nicely into Audi's brand vision of progress, and this was where Audi could demonstrate its lead in the category –quantified by the Q8 e-tron's whopping 582km of range.
Launch reel:
We supplemented this with a series of follow-up reels, focusing on different value propositions, the progressive design and celebrating National Day with the Q8 e-tron's features.
Creative Director: Elijah Ng
Senior Copywriter: Joel Lim
Art Director: Marcus Quek
Senior Copywriter: Joel Lim
Art Director: Marcus Quek