The aim of this marketing event was to communicate the brand image to a young generation. This idea was implemented through a strategy surpassing the limits of jazz, which has an elegant but somewhat dated image. An after-party with electronic dance music is meant to expand the influence of the Audi Lounge beyond the limits by featuring young and trendy artists. In order to visualise the slogan “Audi Lounge Vol.11, another Vol.1”, the key visual featuring all over the venue is marked by vertical lines, which are not only reminiscent of the number 11 but are also a symbol of elevation, expansion and forward movement.
Audi Korea, Seoul, South Korea
PPW Korea, Seoul, South Korea
Head of Marketing:
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