Audi Anywhere
R8 Road Show

Audi Kingdom of Saudi Arabia has an image problem. The Saudi market knows that Audi offers a premium product with luxury, style and performance standard in all its vehicles. At the same time, the market feels that competitive brands like Mercedes and BMW are just a little more premium.

Marketing to the consumer in KSA presents a dilemma unique to the region – women aren’t drivers. Yet they are buyers. The experience sold to them is predominantly not about the drive, it’s about the luxury and comfort offered. The approach required to communicate Audi’s messaging to the female audience must therefore have its own focus separate from male marketing.

Historically, activations in Saudi Arabia are problematic. Large scale social gatherings which Audi could consider leveraging footfall from in other markets are rare. And when they do happen, Audi cannot guarantee that its target audience will be present.

Experience shows that once a person sits in an Audi – feels the comfort, experiences the luxury, realises the fine finishing, the attention to detail, the craftsmanship and just how incredible the vehicle drives – their prejudices disappear and they understand that Audi is on par with, if not superior to, the competition.

A lack of existing appropriate high footfall areas and events on which to piggy back our activations provided Audi with the opportunity to create its own. The vacuum that exists in the market naturally helped generate interest in the mobile events that Audi created.


ClientAudi Volkswagen
Middle East
CompanyBlink Experience (Dubai)RoleCreative DirectorYear2015