Audi enlists local celebrities for the first time for its compact SUV model launch

Hong Kong is one of the first Asian market to launch the Audi Q3 compact SUV, which targets young, sporty, hi-tech gadget lovers who enjoy an outdoor lifestyle.

The new campaign, created by Audi’s  Hong Kong dealership DCH Group’s in-house ad agency Taiping Advertising, is launching today (11 May), and is running for two months. The campaign consists of three online videos on Youtube, print, OOH billboards, a mobile app and an online banner.

The tone and manner of the online video is similar to its European campaigns for the Audi Q3 launch last autumn, which featured a designer, product designer and interior designer.

Audi have invited architect Gary Chang, well-known TV presenter and traveller Helen To, and Cantopop band Rubber Band, to participate in the promotional video campaigns.

In Chang’s video titled ‘Small space needs bigger thinking’, Chang talks about his design philosophy as an architect in Hong Kong, especially in tackling the typical challenge of maximising  floor space. The video features him opening a door to his own tiny yet very chic and modern apartment, and it shows how he has maximised the limited space using different ‘hidden’ moveable compartments, in order to still enjoy a calm and cool urban living.

To’s video titled 'Explore the most from simplicity' brings out her quirky, unconventional, adventurous and carefree spirit, a modern cosmopolitan young woman who likes to try new things; while Rubber Band's video 'Play at ease, enjoy the most' focuses on the importance of having fun while pursuing a music career.

In a typical low-key German style, all three videos end with a subtle Audi Q3 brand logo only, which makes the videos look like a lifestyle, travel or camera ad video rather than using a hard-selling approach.

Audi Q3 is a brand new compact in Audi's SUV line, and is competing with its German counterpart BMW X1 model and Mini Countrymen.