DDB Group Singapore has launched a groundbreaking campaign showcasing Audi’s first-of-its-kind direct-to-consumer offering, House of Progress (HOP).
An ode to progress, HOP is a lifestyle hub offering consumers a wide range of enriching experiences. Beyond the opportunity to explore and purchase current and future Audi models, the immersive centre features a performance suite for up-close encounters with state-of-the-art racing models and spaces for relaxation and luxury experiences, such as the Quattro Golf Lounge, an Audi x Burnt Ends Café, and a multifunctional space for art exhibitions, exclusive events, and masterclasses.
DDB Group Singapore, the agency of record, generates anticipation for the launch with a visually stunning, conceptual film featuring Cyr wheel artists moving through futuristic spaces. Employing Audi’s iconic imagery in an unprecedented manner, each dancer showcases their signature moves, bringing the four pillars of HOP to life: performance, sport, dining, and lifestyle. The one-minute film offers viewers a glimpse into the contemporary offering, promising fans an unparalleled brand experience.
Reflecting on the creative ambition behind the campaign, Vinod Savio, CCO of DDB Group Singapore, says, “Singapore welcomes a new icon with House of Progress. Our vision was to create something truly unforgettable to mark this new chapter for the brand. We’re inviting people not just to witness, but to truly feel the future of Audi in a way that’s never been experienced before.”
“At DDB, we’re bridging the gap between human experience and technological advancement, crafting a campaign that resonates on a personal level,” adds Neel Chhaya, Managing Partner at DDB Group Singapore.
Jamie Lee, GM of Marketing at Audi Singapore, comments, “HOP is Audi Singapore’s tribute to Vorsprung durch Technik, and we truly appreciate how DDB’s creative concept captures and elevates our brand story for the future. People drive cars, but they are driven by so much more. This collaboration brings to life our vision of automotive retail and deepens the connection with our customers, who share our passion for innovation, sustainable progress, and a range of enriching experiences.”
The film will run on the ground and across social and digital channels, accompanied by a behind-the-scenes video and social teasers leading up to the February launch.
Starting 15 February, HOP will open its doors to the public on the ground floor of Cross Street Exchange. This pilot project marks the first of its kind for Audi, empowering the brand to attract more customers and ensure a seamless retail experience. Audi will also expand its presence with roadshows at shopping malls.
Watch the film here – https://www.youtube.com/watch?v=KNzixEXR0sQ
