Audi’s Innovative Billboard Campaign Shows Electric Vehicle Advertising Done Right
Audi has emerged as a beacon of sound marketing strategy in a luxury electric vehicle market that’s recently exhibited somewhat, shall we say, unusual approaches to branding and product design. With understated yet highly effective advertisements, Audi’s latest billboard campaign exemplifies how simple design elements can speak volumes more than flashy statements.
While other car manufacturers have embraced more unconventional marketing strategies, Audi’s advertising campaign focuses on the vehicles’ design and key selling points.
Created by BBH London, the out-of-home campaign in the UK deconstructs the Audi A6 E-tron into key selling propositions. The campaign showcases the car’s range, fast-charging capabilities, technology, and aerodynamic performance. The first part of the campaign features a folding guide for a paper airplane, with part of the Audi A6 Sportback E-tron. The completed paper aeroplane reveals the entire car.
The campaign was precisely planned using a sequential media strategy administered by PHD. Billboards in high-traffic locations were strategically placed so that commuters would first encounter the flat-lay version of the paper airplane, sparking curiosity before the final plane appeared in subsequent placements.
This innovative concept originated with Simon Finn and Matthew Chong, junior creatives who participated in BBH’s eight-month creative incubator course, Barn. It highlights how excellent ideas can arise when there’s creative freedom to experiment.
Each billboard is the epitome of simple yet effective advertising: a single message communicated clearly in an unexpected and memorable way. This approach also perfectly—and discreetly—conveys Audi’s traditional brand emphasis on luxury, which aligns seamlessly with innovation, precision, and progressive design. It captures attention without the need for drama.
“It’s not just another car ad,” said Uche Ezugwu, Creative Director at BBH. “It breaks the mold of what a launch should be, showcasing innovation and performance in the most refined, effortless way. For this to come from one of our Barn teams, is the cherry on the cake.”
The Jaguar and Cybertruck launches also broke the mold in their own ways. But Audi’s approach of emphasising actual benefits is focused on the essential elements that customers value – the design of the cars.
