Audi India Launches ‘That quattro Feeling’ Campaign to Celebrate Iconic AWD Technology
Audi India has partnered with Wondrlab to launch ‘That quattro feeling’, a campaign celebrating the confidence and control delivered by its iconic quattro all-wheel-drive technology.
SociapaHQ
Audi India has launched a new brand campaign, ‘That quattro feeling’ in association with creative agency Wondrlab India Pvt. Ltd. The campaign focuses on the emotional bond that the drivers have with the luxury carmaker’s iconic quattro all-wheel-drive technology.
Rather than highlighting technical details, the campaign aims to convey the confidence, control and reassurance drivers experience when behind the wheel of an Audi with quattro.
For more than four decades Quattro has been at the heart of Audi’s performance philosophy, winning converts on rally circuits and in everyday driving. The new campaign aims to translate that legacy into a feeling familiar to Audi owners, but often difficult to articulate.
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Emotional Connect:
The campaign stems from the insight that quattro is best experienced rather than explained and is inspired by real life driving situations. The campaign sees the quattro as a silent enabler that provides stability and control when it matters most- whether it’s negotiating a tight bend on a rainy morning, negotiating uneven terrain or confidently joining a busy highway.
Commenting on the creative thought behind the campaign, Hemant Shringy, Chief Creative Officer at Wondrlab India Pvt. Ltd., said, “That quattro feeling campaign is a shared experience for those who know and an invitation for those who don't.”
The campaign is being rolled out across digital, social and outdoor platforms, with each execution centred on everyday driving moments that showcase the technology’s role without overtly drawing attention to it.
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The heart of the campaign is Audi’s quattro all-wheel-drive system which constantly scans the driving situation and distributes torque dynamically between the front and rear axles within milliseconds. The technology is designed to adapt to changing road conditions and deliver the composed driving experience synonymous with the Audi brand.
‘That quattro feeling’ is how Audi India plans to increase the emotional connect with one of its most well-known technologies. It aims to reinforce quattro not just as a performance feature, but as an experience that defines the Audi driving journey.
