A brand activation that let the public not just celebrate their land - but ‘claim’ and map the offroad trails of the Middle East. All to help change perceptions of Audi’s offroading capabilities.

Audi celebrates local landscapes with their Land of quattro campaign, to help people feel ownership of the images they see in car advertising. We took that to the next level with an activation that let people conquer, name, and document their own quattro trails, and add them to the map so others could follow their trails. The call to action was clear and simple: Claim your land of quattro.

In the process, this campaign helped changed minds, by opening the MENA audience to the idea that Audi quattro is great offroad.

Results? We added over 31km of trails from 6 countries in the region to our Google Maps-powered microsite, reaching 200k hits in the first few weeks alone, and getting 800+ applications in a few short days. Most importantly? We helped hardcore offroaders have a thrilling experience they never thought they’d get from an Audi.