Audi A1 Launch
Kyungsoo Hwang, Songyi Han
The challenge in launching the Audi A1 on the Korean market was to expand the brand image from luxury car to compact car in order to address a much younger target group. To leave a lasting impression, a uniform design concept was developed for the entire campaign: teasing event, press launch, launch party and public launch event. Therefore, the cars were presented in bright red cargo containers, which visually conveyed the message that the new model has just arrived in Korea. In addition, the boxes also emphasised the compactness of the car.