Audi A6/A7 Launch Campaign

Audi entered new territory with the dual launch of the 2019 A6 and A7 luxury sedans by redefining their definition of luxury. With the spirit to relentlessly and unnecessarily improve all aspects of these vehicles, “Unnecessary is Necessary” developed as the strategic north star for the brand and our creative executions.

To interpret that strategy into work consumers would appreciate, we created a direct mail piece that exemplified the idea of never-ending refinement and followed it up with a CRM campaign of targeted emails, programmatic banner ads and social media ad placements to show that progress truly never stops.