The agency has developed the tagline 'Create your own adventure' to market the new car, which is due to launch in China sometime in the second half of the year.
The theme has been created to break from conventional SUV advertising in China, letting people project their own personalities rather than focusing on the character of the car.
The agency has already published interviews asking celebrities about the adventures in their lives, both online and as mini-magazines in four local-language publications.
Each title carried a different insert containing interviews on four different aspects of the car Audi wants to promote: individuality, which was published with National Geographic; luxury, with Esquire; peformance with Autostyle; and design with Modern Weekly.
The celebrities interviewed were chosen to reflect these four charcteristics.
"The idea was to philosophically approach these themes while redefining adventure," said OgilvyOne's Beijing executive creative director, Dirk Eschenbacher.
Prizes are up for grabs for the best four stories submitted by the public in each category, ranging from a video iPod for the entries on design to two nights at the Grand Hyatt for the luxury entrants.
The best 30 stories will be published together with the celebrity interviews in a special limited edition book.
Audi teases with adventure tales
OgilvyOne has asked people to share their own stories of personal adventure as part of a teaser campaign for the launch of a new SUV from Audi, the Q7.
