Audi Club of Progress – An emotional an immersive brand experience as live marketing in Germanys metropolises

With the “Club of Progress,” we ventured into new territory. We designed an immersive live marketing experience that brings the new Audi A6 e-tron to life in an emotional and sensory way across five major German cities. Our goal was not just to appeal to the minds, but above all to touch the hearts of the visitors – and to create a lasting, emotional connection.

Imagine this: the Audi A6 e-tron has its own personality and its own voice. Through an immersive, auditory experience, we brought this idea to life. The car tells its own story – empathetic, charming, and captivating – and takes visitors on a journey where the boundaries between driver and vehicle begin to blur.

At four stations, we offer exciting insights into the development of the Audi Q6 e-tron—its lighting technology, performance and range, as well as its innovative interior. Through emotional storytelling and sound, the vehicle’s message becomes tangible and uniquely experiential.

The Club of Progress is touring across Germany – from Munich to Düsseldorf, Hamburg, Berlin, and Stuttgart. In addition to the immersive stations, we invite guests to take test drives and enjoy an exclusive dinner: at interactive digital tables, guests experience multimedia animations and sound that engage all the senses.

We supported Audi throughout the entire process of transforming ideas into a real brand experience.

We succeeded in making the vehicle itself the narrator—lively, authentic, and emotional. This created a unique brand experience that forms a lasting connection between people and Audi’s spirit of innovation and personality.