Audi International
Champions Cup

How Audi backed us to take the football fan experience next level.

Watch Audi International Champions Cup Case study

The idea

Audi challenged Tongue (now incorporated into DT) to drive brand awareness by taking over Melbourne before and during the ICC tournament.

The campaign came to life through TVCs, open training sessions, Audi Players’ Entrance, stadium activations and more.

Built inside the MCG, plugged into Channel Nine’s direct feed of the broadcast, and powered by an amalgamation of 12 creative minds, we also created the official tournament Social Lab that became the voice for everything ICC. The Social Lab created reactive bespoke content and provided live gameplay commentary before, during and after the three heart-stopping matches.

  • Creative
  • Activation
  • Strategy

The idea delivered


pieces of unique content


social engagements through the Social Lab


Audi Facebook video views


Global ROI


Domestic ROI