The idea that has powered Audi UK for four decades

This case study identifies consistent themes behind effective Audi UK advertising from 1982 to 2019.

Building on the brand purpose of Vorsprung durch Tecknik (‘progress through technology’), a distinct advertising style helped the brand appear more prestigious and desirable.

During the period in question, Audi UK grew its sales faster than other European Audi markets and quicker than the UK car sector as a whole. It is estimated that since 1982 Audi's advertising strategy has returned £2.33 for every £1 invested.

This success was recognised by the 2020 IPA Effectiveness Awards - see film.