Audi House of Progress

Audi House of Progress is a future-forward experiential marketing campaign that has traveled the globe to Tokyo, São Paulo and Milan. Recognizing that Canada is a global leader in air pollution, the brand knew Canada was the perfect location for their next Audi House of Progress activation to create brand awareness for the new Audi e-tron EV line-up.

Introducing: the Audi House of Progress - Montréal

Guests walked through the pages of progress to learn about the Audi brand’s history. Using the car as a canvas, guests were immersed in the intricacies of its design with a light show and witnessed the future of sustainable mobility with the unveiling of the Audi grandsphere concept.

To amplify the experiential marketing event outside of the pop-up, Canadian thought leaders like astronaut Chris Hadfield and Canadian gold-medalist Marnie McBean engaged in meaningful live-stream panel discussions. Mosaic shot and produced a five-part series featuring a behind-the-scenes look at the experiential campaign to further drive brand amplification.

Audi’s House of Progress was an undeniable success. The event sold out in less than 24 hours. 120 media outlets created 68 million earned impressions. 182 unique pieces of content were created with an engagement rate 3x higher than benchmarks and the brand awareness campaign generated over 70 million impressions. Most importantly, consideration of Audi electric vehicles increased by 12 points amongst high-income audiences.