Audi Home of quattro

Hong Kong's first-ever floating car show

The Challenge

Audi Hong Kong wanted their ‘Home of quattro’ campaign to shine. Considered the flagship of performance, the Audi quattro permanent all-wheel drive technology has redefined the meaning of performance. With such a strong story to tell, Audi wanted to leverage the campaign to generate brand awareness and noise in the market. Expectations were high – Audi’s main objective was clear; make this event “talk-of-the-town”.

The Solution

Luminous’ strategy was to find a unique venue that could become a true “Home” for quattro in Hong Kong. The team all agreed the best location is one quintessentially iconic of Hong Kong – Victoria Harbour! On December 1st the ‘Home of quattro’ ferry set sail. The striking design proudly displayed the silhouette of a different Audi each side. A photo of the ferry was uploaded to Audi’s Facebook page; already making waves during the 4-day promotional cruising period. The ferry was then opened to the media, VIPs and the public. Guests engaged with the brand through presentations with executives, celebrity ambassadors, video content, a giant graphic timeline and car displays. They also enjoyed simulators, interactive photos and live performances plus had the opportunity to test drive the latest models on departure from the ferry.

The Result

1,500 car enthusiasts
4,000+ likes on Audi Hong Kong’s Facebook page
1.4 million consumers reached via media coverage