Q and Mojo – Audi TT RemasTTered Music Innovators Project

This was a cross-platform partnership between Audi and Emap�s premium music brands; Q and Mojo across print, digital, TV and radio where we created bespoke branded content to celebrate the launch of the new TT. The objective was two-fold, announce the new sleeker improved Audi TT and also position Audi TT being aligned to cutting-edge musical creators who rewrote the rule books. Audi had purchased rights for several contemporary rock, indie and electro acts which were also part of the story.

The core idea to bring the promotion to life was to talk about some of the greatest ever musical reinventions and remixes of all time to frame the arrival of the re-designed TT. Print and digital were the lead mediums here and set the agenda in terms of serious editorially-credible landmark content. Print drove to online where more examples of stories, video content and audio could be watched and listened to.

We created special co-branded TV idents and bumpers which were played on Q and Mojo TV and talked up some of the special radio shows that were created that played music by the remasTTered set of artists. The results were highly compelling branded editorialised content which added value to the target audiences favourite media channels