Short Profile
Creative and strategic media contribution to a global 360° PR and brand experience campaign for Audi around the Le Mans 24 Hours, positioning the brand as a technological pioneer during a major regulatory shift in motorsport.
Strategic Role
Media Experience Concept Contributor | Motorsport Brand Storytelling and Event Media Integration
Period
3 months
Responsibility
Conceptual contribution to media-driven storytelling formats within the broader campaign framework
Support in translating technical innovation themes into experiential and communicative media formats
Integration of media elements into live event environments and press-facing experience zones
Contribution to staging concepts supporting product and brand narratives in motorsport context
Alignment of on-site media environments with overarching communication storyline (#welcomechallenges)
Collaboration with creative, technical and communication teams within an international campaign structure
Value Contribution
Support in positioning Audi as a technological pioneer in a new regulatory motorsport era
Contribution to a cohesive narrative linking innovation, challenge and brand identity
Enhancement of press and guest experience through integrated media environments
Participation in a campaign reaching over 95 million people across 190 countries
Contribution to significant digital engagement growth, including strong increases in fan metrics and video reach
Credits
Project Description
The 2014 Le Mans campaign marked a turning point in endurance racing, with new regulations defining a fixed energy allocation per lap. Audi used this moment to position itself as a technological pioneer, building a global storytelling platform under the slogan #welcomechallenges.
The campaign extended far beyond the race itself, unfolding over several months through a series of media-driven activations, PR actions and experiential formats. Early initiatives such as a 24-hour Xbox world record attempt and a tech-blogger road trip to Le Mans helped establish narrative momentum before race weekend. Digital content, films, blogs and press communications formed an integrated communication ecosystem.
At Le Mans, the experience expanded into on-site environments including press activations, expert talks, interactive formats and the world premiere of the Audi R8 LMX directly at the circuit. Media environments supported knowledge transfer, storytelling and engagement around innovation and performance themes. The result was a globally connected brand experience platform linking technical transformation, motorsport emotion and multi-channel communication.
Client Reference
For detailed client references, testimonials, and further information on the project and my role, please feel free to contact me.
Audi #welcomechallenges Campaign | Le Mans 24h Global PR & Experience Platform
Responsibility
Conceptual contribution to media-driven storytelling formats within the broader campaign framework
Support in translating technical innovation themes into experiential and communicative media formats
Integration of media elements into live event environments and press-facing experience zones
Contribution to staging concepts supporting product and brand narratives in motorsport context
Alignment of on-site media environments with overarching communication storyline (#welcomechallenges)
Collaboration with creative, technical and communication teams within an international campaign structure
Value Contribution
Support in positioning Audi as a technological pioneer in a new regulatory motorsport era
Contribution to a cohesive narrative linking innovation, challenge and brand identity
Enhancement of press and guest experience through integrated media environments
Participation in a campaign reaching over 95 million people across 190 countries
Contribution to significant digital engagement growth, including strong increases in fan metrics and video reach
Credits
Project Description
The 2014 Le Mans campaign marked a turning point in endurance racing, with new regulations defining a fixed energy allocation per lap. Audi used this moment to position itself as a technological pioneer, building a global storytelling platform under the slogan #welcomechallenges.
The campaign extended far beyond the race itself, unfolding over several months through a series of media-driven activations, PR actions and experiential formats. Early initiatives such as a 24-hour Xbox world record attempt and a tech-blogger road trip to Le Mans helped establish narrative momentum before race weekend. Digital content, films, blogs and press communications formed an integrated communication ecosystem.
At Le Mans, the experience expanded into on-site environments including press activations, expert talks, interactive formats and the world premiere of the Audi R8 LMX directly at the circuit. Media environments supported knowledge transfer, storytelling and engagement around innovation and performance themes. The result was a globally connected brand experience platform linking technical transformation, motorsport emotion and multi-channel communication.
Client Reference
For detailed client references, testimonials, and further information on the project and my role, please feel free to contact me.