‘‘RAP A CAR ‘‘

Rap-a-Car is an innovative campaign created for the global brand Audi, designed to engage the vital yet elusive young audience aged 18 to 34. This initiative not only improved Audi’s image among young people but also offered a unique opportunity for emerging and established artists to utilize a brand-new Audi car with personalized license plates for enhanced visuals in their music videos. In doing so, we secured invaluable product placement and rallied influencers from the Bulgarian R&B scene to promote Audi through their artistry. Understanding that young people resonate more with rap music videos featuring stunning cars than with traditional commercials, we embraced a bold, non-traditional media approach. Rather than following the conventional route of paying influencers for participation and organizing large-scale productions, we offered Audi’s products at no cost. This innovative strategy transformed influencers into genuine brand ambassadors, dramatically amplifying the brand’s image and online visibility. We captured the attention of a younger audience and achieved remarkable results— 6 music videos showcasing Audi’s high-end cars accumulating over 2.1k organic video views, all with a limited media budget of just BGN 38k and zero spent on influencer marketing.