Audi
Private programmes
Automotive
Audi Q6 e-tron Middle East Launch.
Nine waves. The ninth got the same day as the first.
Client
Audi
Capability
Private programmes
Sector
Automotive
Concept, destination programme, hospitality, drive routes, production, logistics, crew and on-ground management.
01
The brief
Launch the Audi Q6 e-tron to guests from the Middle East and abroad, across nine separate cohorts, each hosted end to end, with scenic drive routes along the coast and the same brand experience.
02
The insight
The newest Audi needed a setting with a story of its own. Khorfakkan, between the Hajar mountains and the sea, is one of the UAE's oldest coastal towns.
03
The concept
We took over Khorfakkan and made the town the backdrop for a nine-day launch programme.
04
The build
Full logistics for a remote destination 2.5 hours from Dubai. The same experience, run nine times, for nine different audiences.
The impact
Nine waves. The ninth got the same day as the first.
Guests from the region and abroad, nine groups over nine days. In Audi's own words, the positive feedback from every guest was proof it was all worth it.
Client words
Thank you for your work on the Khorfakkan project. The positive feedback from every guest is proof it was all worth it in the end.
