Context

With an increasingly demanding customer community, Audi must constantly renew its experiential content in order to highlight the value of its technologies. Launching the new 100% electric Audi e-tron, the brand looks to push the performances of quattro – its flagship technology.

Objective

Building brand loyalty and converting hot prospects via a premium driving activation reflecting Audi's DNA.

ORECA Events solution

Devising a week-long event with a full driving programme for over 100 participants divided into 5 groups. Guests took part in on-road and off-road activities at the wheel of a wide range of cars. To top it off, the event also included one night in a premium hotel and one dinner in a high-end restaurant, both of which were Audi’s partners.