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Innovate or go home.A brand differentiator for Audi IndiaAudi India | Wieden+Kennedy08 07 15

RecapAudi Quotient is a great platform tocommunicate Audi’s innovation platform.Articulate the spirit of Audi Quotientfor consumers.

InsightThe quiet excitement. The road as a provingground. That feeling you get when you exceedyour own benchmarks.Innovation has come to mean much more thantechnological advancement alone. It is now thedriving spirit of newly affluent India.

OpportunityThe market is ready for an evolved expressionof innovation. As the brand that stands forVorsprung durch Technik, Audi can own a newfeeling, motivate the spirit of advancement,and give innovation a distinct new direction.

Brief

Audi Quotient

How do we communicate Audi Quotient?By going beyond innovation for innovation’ssake to tell a bigger, more surprising story.By extending Audi’s reach to unexpected, evenfar out locations, and elevating the impact.By amplifying how even the smallestbreakthrough can unlock a higher purpose - forthe driver, for the daily drive, for the road andfor the world at large.

Idea

Answers QuestionsQuattro Can we make the best all wheel drive system in the world?Ultra Can a car be fast and effcient?Audi Exclusive How delightful can luxury become?Matrix LED Can the headlights see bends before the driver?e-tron Can an electric hybrid win the world’s toughest endurance race?Piloted Driving Can a car drive itself?Lunar Quattro Can quattro go to the moon? There are many future questions to come. Can we accelerate possible?

Accelerate possible

Manifesto

Moving forward, a car has to beso much more for it to work.Life hack. Provider. Builder.Doctor. Sorter-outer.It has to fill these shoes and more.Solve very real problems.At Audi, we’re not just thinkingabout the road.We’re thinking about the thingsat the end of it.Accelerate Possible.

Film

FILM: THE SIGHTINGThis is a story about an auto-piloted Q7 appearing on topof a mountain in Rajasthan. It’s early morning and beginswith a milk vendor spotting something moving high ontop of a mountain. He then realizes that it is in fact a car.Shocked, he wakes his family up, who wake the neighboursup and before you know it, the entire town is up, trying tomake their way up to the mountain. The sun comes up, thevillagers reach the top only to realize there’s no driver inthe car. The car then suddenly starts moving and makes itsway down. The fear of the crowd turns into amazement.Finally, we see another Q7, this time with engineersmonitoring and testing the auto-piloted car.SUPER: ACCELERATE POSSIBLE.

FILM: THE GIFTWe open on a haveli in the middle of a forest on a beautifulwinter morning. Inside the house, we see people hidingbehind pillars and bushes as the man of the house comeswalking out. As he makes his way out the door, we seea shiny new A6 parked with a ribbon on it. At this point,everyone comes out of hiding to say Happy Birthday. Theman is happy but also puzzled. He doesn’t know how todrive. But the car is a driverless car and he soon goesaround town enjoying his new gift buying sweets for thevillage and bringing some on his way back home.SUPER: ACCELERATE POSSIBLE.

Print

Bright Minds, think alike Natiis qui oMolectinvel ipic te pe atur minciam quiate nimendebis as iligni consequia e volodcsa maxim quam rerum faceribus sunt fugit, untur sitatusam aligent alis ent aliquo veniazsw auivet, voluptatem hil inum endusapient is simaiorrovid quiae dolor rectiam re con #Acceleratepossible

Fast. Present. Future Natiis qui oMolectinvel ipic te pe atur minciam quiate nimendebis as iligni consequia e volodcsa maxim quam rerum faceribus sunt fugit, untur sitatusam aligent alis ent aliquo veniazsw auivet, voluptatem hil inum endusapient is simaiorrovid quiae dolor rectiam re con #Acceleratepossible

It’s not about the road but what’s at the end of it Natiis qui oMolectinvel ipic te pe atur minciam quiate nimendebis as iligni consequia e volodcsa maxim quam rerum faceribus sunt fugit, untur sitatusam aligent alis ent aliquo veniazsw auivet, voluptatem hil inum endusapient is simaiorrovid quiae dolor rectiam re con #Acceleratepossible

Accelerate possible Natiis qui oMolectinvel ipic te pe atur minciam quiate nimendebis as iligni consequia e volodcsa maxim quam rerum faceribus sunt fugit, untur sitatusam aligent alis ent aliquo veniazsw auivet, voluptatem hil inum endusapient is simaiorrovid quiae dolor rectiam re con #Acceleratepossible

World

viewfinder

scifi selfie

mobile lab

streetview

India-making

ready, sand, go!

new royal

what the heck

clean and mean

all-systems-go tuesday

minimalizer

fat free

Stories



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