- Increase awareness of Audi Q8 and Audi e-tron vehicles and advanced brand technology

- Create a large-scale BTL promotion at a high-traffic ski resort

- Influence increased Audi brand loyalty

- Generate effective targeted lead generation

- Organize a unique Audi zone with car displays

- Develop an unconventional brand promotion format for the duration of the event

- Create an immersive visual atmosphere in the world of electric cars

For two winter seasons in a row, we created a conceptual space for the Audi brand at the Rosa Khutor ski resort. Each year, the project took place over several months of the ski season - from December to March.

Visitors to the space in the season 2019-2020 season were invited to experience the Audi Q8 in a unique exhibition pavilion, which was finished using panoramic glazing technology with high-tech stained glass film. This technology allowed the colour of the pavilion and the space inside to change according to the natural light during the day, and the atmosphere was immersed in the world of electric cars.

The unique stained-glass film, which is an important part of the creative concept, was supplied especially for the project from Europe.

To further promotion of the Audi brand in social networks, an AR photo zone was developed, where guests of the pavilion could take pictures of themselves in the interactive scenery with the help of facial recognition system.

The Audi quattro Lounge became the center of attraction for the guests of the Rosa Khutor mountain resort. The pavilion was also visible from the lifts thanks to its convenient location and prominent branding on the roof.

For guests of the resort there was also a warm beach by Audi, located near the lifts in the mountains overlooking the stunning snow-covered panorama. At this pit stop, ski enthusiasts could leave their sports equipment, relax on the heated loungers, charge a little and continue to conquer the mountains.

For the first time in the resort history such an advanced lounge area for guests' relaxation and comfort had been created on a ski slope in the resort.

The high results of the project were confirmed by the Audi brand's decision to extend its partnership with Rosa Khutor Resort next year. And just like that, in the season 2020-2021 we recreated the pavilion, but already for another car model this model - Audi e-tron. Instead of a warm beach, guests were invited to take a test drive of an Audi electric car. Each ride was accompanied by an instructor who helped to reveal the car's capabilities on the road.

Audi, as a brand well versed in comfort, developed a very useful integration format for the resort guests, which was highly appreciated by the audience.