Cross-MENA 4x4 range campaign and activationAudi Land of Quattro
Mapping MENA’s off-roads
An interactive brand activation designed to showcase the off-road capabilities of the quattro all-wheel-drive system. We challenged local drivers to conquer, name, and document their own off-road trails across the UAE, Oman, Qatar, Kuwait, Lebanon, and Jordan, and map them digitally.
Client
Audi Middle East
Market
MENA+
Scope
Concept, digital platform, activation, strategy, campaign, content, design
Audi quattro has serious off-road capability. The MENA audience, a region full of hardcore off-roaders who take their terrain seriously, didn't associate Audi with that world. Change that perception without just saying it louder.
BRIEFDon't tell them. Let them find out themselves. We built a Google Maps-powered microsite and invited people across the region to go off-road in an Audi, claim their trail, name it, and add it to the map permanently. The trail was theirs. The map was everyone's. The experience did what no amount of landscape photography could: it gave hardcore off-roaders something they never expected from an Audi and made them the heroes of the story.
INSIGHTS & APPROACH1km of trails added from 6 countries across the region. 200k microsite hits in the first few weeks. 800+ applications in a matter of days. Most importantly; people who had never considered Audi for off-road driving had an experience that changed their mind. Not because we told them to. Because they lived it.
EXECUTION & IMPACT