Audi Korea kicks off a brand campaign featuring football ambassador Hee-chan Hwang titled “Story of Progress: What is Your Progress?”
This campaign is part of Audi’s global branding initiative launched in 2021, centered around the theme “Story of Progress: What is Your Progress?” which showcases various celebrities from different fields sharing their views on ‘progress’ through short videos and interviews. Notable personalities who have participated so far include actor Tom Hardy, reggae musician JP Cooper, fashion designer Stella McCartney, and German long jump gold medalist Malaika Mihambo, with Hee-chan Hwang representing South Korea in the campaign.
The campaign video concept aims to define the values of Audi’s brand philosophy of ‘progress’ and the vision of Audi’s premium future mobility through Hee-chan Hwang’s relentless challenge and passion. Hee-chan conveys the message that ‘progress begins the moment you challenge yourself’, defining the spirit of setting seemingly impossible high goals and not giving up in the face of challenges as the source of progress.
The campaign video captures Hee-chan’s personal training sessions and daily life, illustrating his journey toward glory and victory, along with his undying spirit of challenge for continuous growth. Notably, scenes of Hee-chan training at the Incheon Asiad Stadium overlap with footage of him driving the ‘Audi Q4 e-tron’ through major landmarks in Seoul, tastefully presenting the progressive and sophisticated brand image of Audi.
In a separate interview video shared on his personal social media channels, Hee-chan explained, “To me, progress means every moment of not giving up and challenging myself. There are times when I hit my limits, but if I don’t stop, I ultimately grow.” He emphasized that “Only through persistent challenges can one achieve true progress.”
The Hee-chan Hwang ‘Story of Progress: What is Your Progress?’ campaign will be unveiled across various channels including TV, online, and social media starting August 14.
The ‘Audi Q4 e-tron’ is a pure electric SUV model from Audi, launched in South Korea last September, which gained immense popularity, selling out in just two months.
Currently available for pre-order are the 2023 models ‘Audi Q4 40 e-tron’ and ‘Audi Q4 Sportback 40 e-tron,’ enhanced with advanced safety technologies and improved driving range, set to be delivered to customers later this August. Pre-orders for the 2023 ‘Audi Q4 e-tron’ can be made at official Audi dealerships and on the Audi Korea official website.
Lee Sang-jin daedusj@autodiary.kr