Audi displays two cars at the Forbes India Trophy

Marketing | March 26, 2015 | News

Audi A for Pineapple Ideas and Executions

Audi was part of the prestigious Forbes India Trophy 2015 which concluded at the Royal Western India Turf Club in Mumbai on March 22. The German car maker wanted to display its two most esteemed cars - Audi A3 Cabriolet and Audi R8 V10+.

A for Pineapple Ideas & Executions (AFP) was given the mandate to manage the activation, after winning a multi-agency pitch. The brief was to create an exclusive Audi lounge setup, while keeping in mind the event theme and high profile audience at the event.

The event was attended by renowned celebrities including VIP customers of Audi. Two international models engaged the audience and spoke to them about the features of the car. What created a high amount of intrigue was a live caricature artist, who drew caricatures of people sitting in the Audi A3. To generate online buzz, the agency decided to install a photobox where people lined up to get their photos clicked and emailed to them on the spot.

Explaining the setup, Annu Anand, Chief Catalyst and MD, A for Pineapple, said: “Audi is a brand renowned for its sleek and classy designs. Hence, both the displays were in a sophisticated chic white and minimalist avatar. The lounge area was tastefully designed with a classy white sofa and a massive 3D logo along with sleek silver lines running across a white backdrop made up the look and feel. The eye catching designs helped Audi get great visibility and footfalls.”

Commenting on the executional challenges, Anand said: “Considering a prestigious brand like Audi and the influential TG, we had to pay extra attention to ensure the finish was seamless and flawless. With just one day to achieve this, the AFP team worked relentlessly to pursue it. Our challenge was to engage the audience by offering unique experiences that befit their taste and stature, without being over the top. The result was a truly international experience and look.”

A for Pineapple was given the mandate to manage the activation, after winning a multi-agency pitch.

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