Audi Gets Ready to Drift for RS 3 Digital Content Series

BBDO Singapore and electriclime° partnered with Audi to create a three-part digital content series to showcase their new high-performance compact sports cars, the Audi RS 3 Sedan and Sportback.

In a cluttered world full of buzzwords, brands, and technical jargon, how do you convey the beauty and performance of a true high-performance sports car? 

For Audi Singapore, the answer lies in creating authentic and hyperlocal video content. 

To showcase the suite of features of the RS 3 Sedan and Sportback, the automotive brand tasked BBDO Singapore to conceptualise and execute a three-part promotional digital series for multi-channel distribution. 

BBDO Singapore partnered with boutique production house, electriclime°, to bring this project to life. The three episodes, directed by Pabz Alexander, were shot on the vast grounds of Changi Exhibition Centre and contain exhilarating driving scenes and spectacular beauty shots in an open industrial setting. This included the set-up of an obstacle course, creating an urban ‘race track’ designed to test the drifting capabilities of the RS 3. 

Each episode introduced a distinctive chapter of the RS 3 legacy while featuring a guest host. The first episode welcomed veteran motoring journalist, Leow Ju-Len, to talk about the power and history of the cars’ five-cylinder engine. Race car driver, Claire Jedrek, led the second episode where she focused on the enhanced driving dynamics and even drifting, that are made possible by the RS Torque Splitter. And in the final episode, Mediacorp CLASS95 DJs, The Muttons, compared the varying design and style features of the RS 3 Sedan and Sportback.

To view all episodes, visit Audi Singapore's Facebook and YouTube channels. 

“The new, compact, high-performance Audi RS 3 takes driving and performance to a whole new level. We wanted to tell its story through a content-first approach in this three-part video series. So far, no other automotive brand has ever done something like this in Singapore.” Said Rudi Venter, head of marketing from Audi Singapore.

“The Audi RS 3 is the driftiest all-wheel drive Audi ever! I had the unique opportunity to experience that first-hand. Being a car enthusiast and working for the Audi brand is the best of both worlds. BBDO is extremely lucky to be able to create informative yet exciting content using well-known local influencers that everyone can truly enjoy, " said Tay Guan Hin, chief creative officer of BBDO Singapore.

Senior producer of electriclime°, Dora Claire David, added: “It was fantastic to get the chance to link up with BBDO Singapore and Audi once again for another launch. From the outset, we knew it would be an exciting project for us to produce the three films and bring the vision to life, showing off the sublime RS 3 and working with local talent and influencers. The process was clear from the start, while shooting the drift shots provided exhilarating and thrilling sequences for director, Pabz Alexander, and DoP, Joel Heng.”