Audi x Oh Emma

How Emma Oh adds progressive attitude to Audi’s driver image

Emma who? Oh Emma! Cool, contemporary, confident, prestigious, and design-driven are words that might describe Audi’s e-tron and Q7. It just so happens that local Chinese-Canadian influencer, Emma Oh, possesses many of these qualities too. Hence a brand ambassadorship was born, combining chic sophistication with a small-world approachability, all led by the team at Hamazaki Wong.

By weaving lifestyle elements with an air of exclusivity, Audi e-tron and Q7 are positioned as perfect SUVs for Chinese customers with practicality, progressiveness, and a hint of je ne sais quoi. With Oh Emma’s help, creative storytelling came to life, living on digital and social media, and extending into viral territory, with Audi’s e-tron and Q7 as starring elements. Ah, the romance…

In addition, Hamazaki Wong focused on the visual strategy of regionalization, successfully leveraging Emma around relevant moments and familiar iconic landscapes. This activation created buzz for the brand and engaged audiences in meaningful ways, and as never before. Results? Impressive. Our campaign fascinated hundreds of thousands of viewers and was flooded with ‘likes’ and positive comments. Compared with a traditional always-on approach, our collaboration with Oh Emma saw an uptick in consumer engagement of over 25%. Oh Emma. More like Oh Audi!