Audi South Africa in partnership with its advertising and communications agency, Ogilvy Cape Town, won Silver in the ‘Launch Category’- the highest award in the category on the night – for the Audi Q2 #untaggable campaign at the 2018 APEX Awards, which took place on 16 July in Johannesburg.
The annual APEX Awards were hosted by the Association for Communication and Advertising (ACA), which is the recognised industry body of the advertising and communications sector of South Africa. The APEX Awards not only celebrates the creative direction of a communications campaign but it also recognises relevance to South African consumers and excellent campaign performance which contributed tangibly to brand equity and the business’s bottom line. Winning an APEX places significance on a client and agency team’s achievement because it demonstrates the contribution made by the entire team through its collaboration and work.
The Audi Q2 was launched globally with #untaggable, which celebrated its distinctiveness with a ‘don’t box me’ personality and statement. The global marketing campaign was radically re-shaped for the local South African market by featuring Thando Hopa – the inspirational South African actress, activist, lawyer and model. Audi’s Q2 #untaggable campaign aimed to shed light on what motivates people like Thando to shatter clichéd conventions and create their own identity. Through this campaign, Audi intended to inspire a spirit of ambitious individuality and for people to forge their own path and acquire personal freedom.
“The Audi Q2 #untaggable campaign provided breakthrough effectiveness through digital, social and PR channels and we are pleased to receive recognition for it. It also contributed towards establishing the Audi Q2 as a unique offering in the automotive market. It is an excellent example of how to adapt a global concept to resonate with the South Africa consumer and positively shift brand perceptions.” says, Asif Hoosen, Head of Marketing and Product at Audi South Africa.
The Audi Q2 is a compact SUV with progressive coupé styling; an everyday city car with the toughness for off-road adventures; a recreation vehicle with innovative technology, infotainment, and connectivity. Similar to its #untaggable communication direction, the Audi Q2 cannot be boxed or grouped into a specific segment, as it enjoys its niche in the automotive market.
The receipt of the Silver APEX Award also comes at a significant time for the Audi brand. This week, Audi South Africa partnered with the Nelson Mandela Foundation’s Annual Lecture (17 July) which was presented by President Barack Obama in celebration of Madiba’s centenary. Audi was the official vehicle sponsor to the event. Audi also joined forces with Marie Claire magazine in hosting the first-of-its-kind Power Summit for South African women on Madiba day (18 July), which brought together prominent female trailblazers, innovators, activists and change-makers. Like the Audi Q2 #untaggable campaign, featuring Thando Hopa, both the Nelson Mandela Annual Lecture and the Marie Claire Power Summit aimed to highlight relevant issues like gender equality, diversity, leadership and empowerment in our country. Through these initiatives, Audi is proud to be driving progress in South Africa.
Provided by Audi SA
