Globe and Mail Custom Content Group
Client: Audi Canada
Audience: Prospective buyers of the Audi A6, identified as high-achieving Canadian entrepreneurs who are maverick thinkers and doers
Audi is a maverick brand that embodies speed, performance and design – not just in its cars, but in its people. From profiling its Canadian chief executive to featuring stories on trailblazing entrepreneurs in music, design, sports and even an Arctic explorer, Audi wanted to use a show not tell strategy to demonstrate the maverick achievement of the A6 model. Our brand journalism storytelling on top entrepreneurs who did not follow the herd to succeed brought their own brand values to real life.
From premium editorial photography to in-depth profiles of people who broke the mold, this slim but weighty publication couldn’t help but make the reader feel that Audi really understands them, their professional life and their adventurous lifestyle. Through colourful images and storytelling, and glossy stock with top printing, we turned what could have been just another automotive brochure into a slick, memorable editorial magazine.
High awareness through highly targeted distribution to house holds with incomes of $150,000+ in Toronto and Vancouver neighborhoods, positioned the brand as top-of-category among the “Teutonic three” car makers. A very unique multi-platform integrated program – including a sponsored editorial series on business mavericks in The Globe and Mail newspaper, a digital promotional campaign on the newspaper website as well as the sites of our high-profile U.S. media partners like Forbes – drove massive interest and engagement with the Audi brand.