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Audi uses Tumblr in content play to showcase ‘progressive minds’ of Hong Kong celebrities

AudiMedia agency MediaCom and digital agency Isobar have launched a celebrity-led digital campaign to promote automaker Audi in Hong Kong.

The campaign marks the first time a carmaker in Hong Kong has made use of Tumblr, with the Yahoo-owned microblogging platform showcasing celebrities who have demonstrated a “progressive mind” to get where they are now.

Audi’s Tumblr page features video interviews of celebrities in various content categories, such as the arts and sport, based around the carmaker’s core brand pillars of progression, agility, adventurousness, competitiveness and environmental sustainability.

The brand has also commissioned Yahoo! to create and curate editorial content around the Progressive Minds theme, and claims to be the first carmaker to make use of Yahoo!’s Smart Content ad format.

MediaCom is using the number of visits to the brand’s Tumblr page as well as the average user dwell time spent with the content to measure the effectiveness of the campaign.

A marketing manager at Audi Hong Kong said: “The Progressive campaign is not about promoting a specific product or car model per say, rather a feeling and a spirit that we think represents Audi and is embraced by our fellow Hong Kong people. We believe that Yahoo!’s popularity coupled with their expertise in creating digital content and overlaid with a KOL success story-led approach can bring significant value to our brand compared to more traditional marketing channels.”

Adrian Lee, head of digital at MediaCom Hong Kong added: “The fact that Progressive Minds celebrates Hong Kong individuals that have excelled in thinking outside the box meant we had to take a similarly different approach in helping Audi tackle their business challenge.”

“Just about the only nailed down certainty around this campaign was the need to heavily centre it in digital and although defining measurable KPIs for a non-standard digital activation of this magnitude has been a lengthy process, all of us are confident that what we’ve agreed upon will make a positive difference to Audi’s brand perception in Hong Kong,” he said.

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