Audi first launched the TT in 1997 to international acclaim, the sporty 2+2 becoming an instant design icon. A decade on, The One Centre was engaged to position and launch the new Audi TT, this next generation designed to compete with more serious sports cars like the BMW Z3 and Porsche Boxter, to increase potential. Our research identified a sizeable market segment -style strivers- who valued iconic design and athletic performance. Notoriously difficult to target with traditional media, we created a unique branded entertainment platform and arts initiative, the TT Movement, to bring the new TT’s performance proposition of 'Iconic + Athletic' to life and attract new buyers to the marque.
The new Audi TT: Iconic + Athletic