“Live outside the box”: an integrated campaign by Audi Singapore to launch the Audi Q3

Written by Cheryl Tay on . Posted in Cheryl Tay News | Latest Industry News

• Audi Singapore launched an integrated campaign themed “Live outside the box” for its new premium urban SUV – Audi Q3.

• The campaign introduced Singapore’s first Augmented Reality (AR) application by a premium car brand.

• The campaign also tranformed Marina Bay into an urban playground that integrates sailing, biking, and kite-flying as part of the Q3 test drive experience.


Audi Singapore unveiled a new integrated marketing campaign themed “Live outside the box”, to launch Audi’s new premium urban SUV – Audi Q3. The campaign targeted at prospective customers of Audi Q3 is set to redefine the way Audi has been actively engaging its customers.

223972_458448264189416_1225605166_nThe campaign which kicked off in August is supported by an integrated marketing campaign covering a range of platforms including Augmented Reality (AR) coded print advertisements that allow instant interaction, broadcast, online micro-site, cycling stunts and guerrilla marketing activities.


The integrated campaign also featured Singapore’s first AR mobile application, as well as a specially built outdoor urban playground aptly named the Audi Q3 Arena, where the Audi Q3 will be officially unveiled to the public on 24 August 2012.


“Stylish with premium quality and excellent performance, the Audi Q3 embodies the values that have defined the Audi brand in a nimble package of a compact SUV, making it the perfect vehicle for a sophisticated city state like Singapore”, said Reinhold Carl, Managing Director of Audi Singapore.


The customer journey begins through the Audi Q3 AR mobile application, which allows customers to see, interact with a three-dimensional Q3 and personalise the exterior colours and wheel design virtually. The interior view also supports ambient placements at iconic venues in Singapore, including a peek at the Marina Bay area, incidentally, the launch venue of the Audi Q3. The application is available as a free download for both iOS and Android devices.


The Audi Q3 AR application also enables instant sign up for test-drives of the Q3 at the Audi Q3 Arena, and experience a suite of urban adventures that would appeal to the Q3′s target audience.


In order to provide the most immersive urban adventures for the Q3′s target audience, Audi Singapore collaborated with three varied professional federations, run by individuals who are passionate about their pursuits.


Among the activities at the Audi Q3 Arena, individuals may choose to sail their way across Marina Bay and learn the basics of sailing a keelboat under the coaching of professionals from the Singapore Sailing Federation.


Sailing is a sport that Audi has been progressively cultivating in Singapore. Earlier this year, Audi launched the Audi Singapore Youth Sailing Academy in partnership with the Singapore Sailing Federation that focuses on nurturing next generation sailors and raising the profile of sailing in the country.

546688_458448290856080_623239047_nTaking centre stage of the Audi Q3 Arena is the first-ever Audi Urban Challenge. Yet another demonstration of the brand’s progressive spirit of passion, inspiration and style, the Audi Urban Challenge is held in partnership with the Singapore Cycling Federation. This is a cycling challenge undertaken on a specially created circuit with challenging drops, bumps and ramps. There will be six categories for interested individuals of varying skill level to participate in ranging from “free-riding” to the “masters” level.

488387_458448747522701_1672063916_nBut that’s not all; those seeking communal experience can have fun making and flying their own Q3 box kites under the guidance of the Singapore Kite Federation. The kite, like the new Audi Q3, is a representation of grace and speed, of tight turns and surprising power.


The Audi Q3 Arena will be opened to the public from 24th August – 2nd September 2012, 11am – 8pm daily, at Marina Bay. To sign up for the Q3 urban adventure, please visit: http://www.theurbansuv.sg.

Cheryl Tay

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Singapore’s only female full-time motoring and motorsports photojournalist. Independent automotive consultant and prominent local motorsports personality Cheryl Tay is uniquely passionate about all things cars and motorsports. She also has a strong passion to share her interest and knowledge, hence having a dream to become the ‘Oprah Winfrey of cars and motorsports’ and create a multimedia platform for her sharing. - A female in a male-dominated world, Cheryl Tay is Singapore’s only female full-time motoring journalist and motorsports blogger and she regularly writes for prominent titles in Singapore, Asia and internationally. (See full list of titles that Cheryl Tay writes for here.)

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