Audi Quattro Days

Audi
Quattro Days
•
2016

Presentation of Audi Q-models with a test drive on a unique track in Krylatskoye

Brief

• Develop an original event concept with an extended test drive of Audi models with the Quattro system, including the name, key visual and all identity elements
•Offer a unique venue for the event, with convenient logistics, all the possibilities for a test drive in various conditions and the possibility of setting up a hospitality zone
•Organize test drive activities, including a full cycle of work: the mechanics of conducting test drives, test drive appointments, registering, briefing, conducting a test drive on a range of models
• Implement a turnkey project, including development, full technical and logistical support of all event venues

Challenge

• Find a unique venue suitable for a test drive of the entire line of the tested cars (both racing and off-road) within the city
• Coordinate the project with city administration since a mass event is taking place on the territory of the nature protection zone
• Organize a convenient arrangement of areas for demonstrating cars and a test drive, a comfortable location for guests and the hospitality program
• Design a hospitality program that will meet the needs of the event and is relevant to the Audi brand

Solution

We offered a unique location for the event, which had never been used before at events of this format - the bicycle track in Krylatskoye, built for the Moscow Olympics. The ring track with elevation differences is located within the city and is suitable for demonstrating the racing and off-road models features.

A platform for the test drive was agreed upon at the city department level and became a key element of the project, around which we built the ideal project zoning and convenient logistics for guests. The format of the event was thought out for all guest categories: customers, partners, the media, employees, as well as brand dealers. The hospitality zone was equipped with the maximum needs for each block of events: a conference room, lounge area, catering, entertainment, playgrounds, etc.

The guests enjoyed spending many hours in the Audi Quattro Days space, in most cases they came with families, and the time for each person was optimally organized: in addition to the impressive full-fledged test drive of several Audi models, guests spent time in the cozy Audi conceptual space with treats and an interactive entertainment program.

Figures

Test drives

2400

We have set a difficult task for the Agency — to find a unique venue for the event, which would allow a test drive of the entire Audi range in the city limits, in different conditions — off-road and high-speed range, while creating comfortable conditions for guests. The LARNILANE team has done almost impossible, meeting all our wishes. We are grateful to the Agency for the high quality of project implementation at all stages.

Anastasia Guseva
Team Leader Event Marketing / BTL Group Leader (sponsorship, events)
Audi Russia

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