Audi Hong Kong has appointed Dentsu Hong Kong as its creative agency of record, replacing Tai Ping Advertising, the creative partner for Audi Hong Kong since its establishment in 2013.
The decision was made following an open pitch in June, with Tai Ping Advertising involved.
Under the one-year contract, Dentsu Hong Kong is tasked with both online and offline marketing communications, with heavier focus on creative content and greater diversity on communication platforms.
The roles of media agency Mediacom and digital agency Isobar remain unchanged.
The first project under the new partnership is a promotional campaign to mark Audi quattro's 35th anniversary, which leads with a series of guerrilla activities in Central, Causeway Bay and Tsim Sha Tsui, supported with social media executions across Facebook and Instagram.
"In line with our new direction in communications - to hook local audiences via creative content - this campaign has taken an emotional approach to highlight our quattro technology under a new brand platform 'Vision Without Limits', which aims to grow brand awareness and to increase share of voice," Charles Ip, marketing communication manager, told Marketing.
He said the brand will not abandon traditional advertising but will put greater focus on new media marketing.
"We hope to connect the Audi brand with locals via multiple touch points to make our marketing efforts more three-dimensional and resonating with locals."
Vision Without Limits: