All-New Audi TT - Launch - Hong Kong – 2015

Widely acknowledged as a design icon, the Audi TT attracted many new customers to the brand, especially in Hong Kong. The launch event for the third-generation TT would need to reflect Audi’s progressive, sporty and sophisticated values.

Buying a TT is a totally emotional decision. The purchase motivation is based not on need, but desire. The target customer is a trendsetter looking for unconventional and innovative products and experiences.

Planning & Execution

The stunning new Central Harbourfront event space was chosen as the location to launch the vehicle. With the iconic Victoria Harbour providing a dramatic backdrop we installed a 600sqm custom-built inflatable dome to house a press conference and VIP party for 500 guests. A hi-tech interactive light-painting performance complimented the vehicle reveal.

Effectiveness / Results

The event has received lots of positive attention from local and international automotive, fashion and luxury media with 12 pre event clippings and 36 more after the event. Publications covering the launch event include: Lifestyle Asia, Hong Kong Tatler, Discuss and The Standard.

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The Campaign Asia-Pacific Team