Both partners were asked to demonstrate a new vision for the long-running ‘Vorsprung durch Technik’ strapline for the digital era, including reimagining the audi.co.uk website, by collaborating together as a single team under the direction of Antony Roberts, Audi UK’s digital manager.
To this end, BBH has been tasked with overhauling all digital points of contact with IBM iX handed responsibility for carrying out a digital transformation of all Audi’s digital channels.
Benjamin Braun, marketing director of Audi UK, says: “We have eighty-seven thousand visits every day to audi.co.uk. It is our biggest showroom by far. Our aim is to create a digital experience that will be as beautiful and intelligent as our cars to meet the high expectations of our customers. BBH has a deep understanding of how to bring our brand to life, while IBM is synonymous with technical excellence. Working together, we will deliver digital experiences with style, elegance and Audi charm.”
Last year Audi escaped censure over its ‘Clowns’ ad over concerns it exaggerated safety features of its vehicles.