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Autocar created an electric buzz for Audi with its EV-focused content

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By John McCarthy, Opinion editor

June 16, 2023 | 3 min read

The project won in the Commercial Campaign of the Year category at The Drum Awards for Online Media 2023.

Haymarket

A still from the campaign

Audi tasked a top auto publisher with helping it wow and inform audiences, creating a full-funnel content series across its properties.

The Brief

Audi faced the challenge of standing out in the competitive electric car market and maintaining its position as a premium brand. To achieve this, it needed to evolve its brand narrative to focus on premium electric driving experiences and find the right audience to communicate this story.

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The Idea

Haymarket Automotive Studio devised a strategy centered around Autocar, a trusted independent editorial channel for in-market car buyers. It created Autocar Electric, a dedicated section on the Autocar website, aggregating all EV-focused content and offering a high-visibility above-the-headline sponsorship opportunity. Audi became the sponsor of Autocar Electric, utilizing digital native stories, podcast sponsorship, attention-grabbing digital display and engaging videos to showcase Audi’s latest E-Tron models.

The Results

The Audi Autocar Electric sponsorship successfully reached 1.1 million EV intenders, with a 46% growth in the audience. The hero videos garnered 189,000 views and the social content generated over 500,000 impressions.

The partnership with Autocar Electric had a significant impact on audience perception. The recall rate for Audi’s sponsorship was 43%, with 46% of users more likely to shortlist Audi E-Tron as a result.

Given the compelling results and media value that was double the initial investment, Audi has extended its partnership with Autocar Electric until the end of 2023.

This campaign won at the year at The Drum Awards for Online Media 2023. Find out more about The Drum’s Global Awards program or head to our case studies hub to read more award-winning stories.

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