IDEA 

Audi started a new market segment with the Q2. This compact SUV is positioned as an urban vehicle, has a youthful style and offers a myriad of high-tech features on board. Audi wanted to strike out in a new direction - not only in terms of its vehicle but also with respect to communication. A revolutionary test drive was organized to allow the media to get to know the smallest representative of the Q family in the appropriate environment.

IMPLEMENTATION

Stories in the style of Ernest Hemingway lurked everywhere, thanks to the revolutionary "First Exit Havana" concept. During a 160 km long drive on the Caribbean island of Cuba, 10 media representatives in four phases familiarized themselves with the agile compact SUV in a very unique urban environment, where they also discussed the details with experts. The press conference took place in front of the fragmented facade of a ruin. The test routes led through the city to the countryside, over the world-famous boardwalk Malecon to the coastal road, with lunch breaks in other hot spots. A visit to Jorge, the best old-timer restorer in Cuba, was one of the many stops on the agenda.

CONCLUSION 

Thanks to the unusual destination with its seemingly endless inspiration for both imagery and the written word, the reporting in both classic and digital media was something never before seen during a test drive. Almost all the journalists found the Q2 test drive to be worth more than just a standard story. The stories generated a lot of traffic, likes and comments in social media in particular. And the Famab Award jury was also impressed and awarded Gold in the "Best Live PR" category.