The results
The challenge
During the Hockey World Cup hosted in Wavre, Audi wanted to bring its brand promise “Driven by Progress” to life in a relevant and tangible way.
The ambition was to go beyond brand visibility by creating meaningful experiences for young hockey players and fans, while also generating high-quality leads for the brand.
©Audi
The approach
We translated “Driven by Progress” into an experience built around participation, learning and progression.
At the centre was the Audi Progress Pitch, a fully branded hockey field that became a destination for young players throughout the tournament.
Over 13 days, 1,200 children took part in fully booked Audi Progress Clinics, developing their hockey skills under the guidance of former Red Lion Thomas Briels and his coaching team.
The experience was extended beyond the pitch through a pre-campaign with the Belgian Hockey Federation, which selected 12 hockey teams for an exclusive Audi Progress Team Day.
We also invited selected participants from previous activations to two exclusive Audi World Cup Experiences, combining hockey clinics, legends, behind-the-scenes access and live match experiences.
The results
The Audi Progress Pitch became an unmissable branded destination at the Hockey World Cup, with four Audi cars integrated into the experience.
The 13-day programme attracted 1,200 children through fully booked clinics, while the team and World Cup experiences created additional high-value engagement with the hockey community for 12 teams and 72 winners.
The Audi Stick activation further extended the experience into lead generation, driving 6.001 registrations through a QR code and creating valuable contacts for the brand.
By turning “progress” into something fans could actively experience, Audi built meaningful connections with the next generation of hockey players and fans, combining visibility, engagement and lead generation in one integrated activation.
Our role
Golazo Brands managed the activation journey end-to-end, from strategy and creative development through to pre-campaigns, production and on-site execution.
We coordinated the different experiences and touchpoints, ensuring a consistent translation of Audi’s “Driven by Progress” positioning throughout the tournament.
SERVICES
- Campagne
- Activation
- Strategy
CREDITS
- Golazo Brands
- Audi
Driven by progress
By turning “progress” into something fans could actively experience, Golazo Brands helped Audi to build meaningful connections with the next generation of hockey players and fans, combining visibility, engagement and lead generation in one integrated activation.
From strategy and creative development through to pre-campaigns, production and on-site execution, Golazo Brands coordinated the different experiences and touchpoints, ensuring a consistent translation of Audi’s “Driven by Progress” positioning throughout the tournament.