Audi Club of Progress Roadshow 2025.

Merging digital and analog experiences for lasting brand connections.

Information |

Audi Club of Progress roadshow | 2025
Munich, Berlin, Düsseldorf, Stuttgart & Hamburg, Germany.

Creative agency, incl. website content & communication, onsite event management, supplier management, location scouting, booking app development & programming.

Introduction

Audi goes to where their buyers are: in Germany's capitals. Five modern and unique venues open their doors to an unforgettable Audi experience, with an exclusively designed immersive experience, inspiring evening events dedicated to the brand's core innovation fields, hosted dinner shows - and free test drive opportunities for Audi's lates models. TSC supports with various services, from communication, app, and platform management, onsite management to location research.

Challenges

Reaching the rather elusive target group for Audi's rather costly, yet widely beloved product required more than a simple call toaction to book test drives.

The Storytelling Company developed a wholistic experiential campaign to enable tangible brand experiences while communicating Audi's core messages of design, performance, sustainability and digitalization.

Solution

From April to June 2025, the Audi Club of Progress toured Germany, generating thousands of individual test drives with the current Audi fleet, wowing visitors with a brand-defining showroom and offering curated evening events – including the immersive Audi Dinner Experience for invited guests.

Each location combined progressive brand presence with local activation – accessible, emotional, and data-driven. Audi theme evenings at five locations offered a diverse program with prominent guests and experts. Exciting talks and inspirational discussions explored current developments and perspectives from fields such as motorsport, design, mental health, sustainable innovation, and digital transformation.

Whether insights into Formula 1, the use of AI, innovative environmental solutions, or social issues such as inclusion – the events created immersive spaces for exchange and inspiration. Personal stories, brand experiences, and future-oriented ideas merged to provide unique memories of a global leader.

Results

2,000+ fans of the Four Rings experienced Audi and its products within the design-oriented settings of the five tour stops, while more than 70,000 online users checked out the respective event landing pages.

A second installation of the successful format is being planned and the proprietary test drive booking app extended to various additional applications for Audi events and activities.