Modern Marketing attended an event hosted by Audi South Africa at their Sandton premises on 17 October. The interactive roundtable discussion on the topic of Purpose-Driven Marketing focused on how brands can cut through the clutter by strategically developing a story that successfully reaches audiences.
Trevor Hill, Head of Audi South Africa introduced the reimagined, purpose-driven marketing Audi brand and gave a brief history thereof.
Asif Hoosen, Head of Marketing, Product and PR at Audi South Africa said, ‘At Audi, our purpose is to drive progress – a direct translation of our Vorsprung brand claim. We aim to drive progress and advancement not just in terms of technology that is offered within our vehicles but to encourage personal growth and personal freedom.’
Some of the influencers at the discussion, including David Tshabalala, Thickleeyonce (Lesego Lekgobane) and Rabia Ghoor, gave brief feedback on the campaigns they’ve worked on for Audi. Watch their videos below:
In essence, Audi SA’s impact is embodied in the messaging created to resonate with South Africans’ progressive values through local stories that will leave a meaningful impact on consumers.
