1.
SUMMER BOOTH
2003
PROMOTIONAL CASE OF THE YEAR

2.
OVERVIEW
Audi arrived in Brazil in 1993 through the hands of the
famous Formula 1 driver and national hero Ayrton Senna.
While the brand and its cars were almost unknown to the
general public, its direct competitors - Mercedes and BMW -
were part of the market for more than 20 years.
It was a tough situation.

3.
POSITIONING
To stand out among its competitors, the brand reputation was
built over Ayrton Senna’s professional image highlighting not
only the luxury of its cars, but also (and most important) their
outstanding performance.
What really differed Audi from the others was the fact that
they aimed their communication efforts at a different target -
the rich youngsters - quickly turning their cars into objects of
desire.

4.
CHALLENGE
After successfully revamping their seasonal winter booth -
which was turned into an entertainment centre - Audi asked
us to propose them a similar strategy to reach their public
during the Summer, season where they had their weakest
presence.

5.
DEVELOPMENT
We had to repeat the “Entertainment Centre” concept but,
different than the Winter, their target was spread between 2
different spots during the Summer.
The answer for this question was the starting point to our
development: we had to build up a floating showroom that
would be able reach our target on both cities.
And the Audi Al Mare idea was born!

6.
MY SHARE
I was part of the team who concept the original idea, working
on its creative development and planning partnerships.
As a Planner: As an Art Director:
- Identifying opportunities to - Designing creative collaterals,
co-brand the project with outfits and invitations
brands that shared the same - Proposing activations
positioning

7.
AWARDS
At the Brazilian leg of the Marketing Agencies Association
Worldwide (MAA) Globes Awards, the effort has won as:
•Grand Prix - Promotional Case of the Year
•Best Multidisciplinary Promotional Campaign
•Best Use of Direct Marketing
•Best Idea or Innovative Concept

8.
ROBERTO FARIA
creative planner
www.robertofaria.com