Audi perceived at the time as tough guys car, like in no other market. But, with every detail meticulously thought out – isn't that the art of Audi? The Art of Progress? So far away from tough guys.
Present Audi car as integrated part of a wellknown masterpieces. Ads looking like paintings were created in order to strengthen emotional bond between Audi drivers and their favorite brand and to further build premium image of Audi.
Along with print and OOH campaign Audi was organizing art exhibitions in their show rooms and sponsored other artistic events. Annual Belgrade car show was organized as an "exhibition of cars" with canvases showing Audi cars as masterpieces. Sales offers were presented in an "auction" manner.
Changed drivers' structure.