Launching a car showroom without showcasing much of the cars would traditionally be an eyebrow-raiser. However, that’s exactly what we did when Audi Singapore geared up to move from its old, third-party dealership and into the Audi House of Progress.

Because the Audi House of Progress wasn’t your traditional car showroom. It was destined to be a place where every Singaporean car buyer would feel right at home amidst an array of Singapore-centric culinary, gaming and art deco offerings. A place where buying a car would feel more like an experience and less like a transaction.

The result was this unique campaign coming into fruition, thanks to some very brave clients who trusted the gut of a couple of pineapple-loving creatives (more on this soon).

Audi House of Progress Singapore
Launch Campaign

We kicked things off with a complete blackout of Audi Singapore's social media pages. Followed by a steady stream of moving box posts that teased our upcoming move, with each box's content label hinting at a specific event or offering that the House of Progress would be home to.

The next phase of our rollout was a literal rollout, an ode to the Singaporean tradition of rolling a pineapple through the rooms of a new home. The client loved the idea so much that our humble pineapple also made its way to a few OOH spaces.

Our humble pineapple even got a shoutout from the Managing Director of Audi Singapore

Twice…making a tropical favourite a topical favourite!

Finally, we dropped this magnum opus of a film, which was the crowning jewel of our ‘connections and not just cars’ strategy.

DDB Singapore

CCO: Vinod Savio

ECD: Thomas Yang

Group Heads: Farhan Darma, YongJun Chow

Art Director: Izz Bachtiar

Copywriter: Daniel Nazareth

Group Account Director: MiewSan Kan

Account Director: Vivianne Li

Account Manager: Rena Tan