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Watania
them
Audi entered the 2024 ski season at Mzaar with a clear ambition – drive visitor numbers to the resort while reinforcing the brand’s place in the world of premium lifestyle. Mzaar is Lebanon’s highest and most iconic ski destination, but reaching audiences in a way that felt earned, not advertised, required more than visibility. The challenge was to design a brand activation that lived where Audi’s audience already aspired to be at the summit and translate that physical moment into a social-first story compelling enough to pull new visitors up the mountain and onto the brand’s feed in the same breath.
we
- full social and activation strategy built around a summit-led brand moment
- creative direction for an Audi-branded frame installed at the 2,465m peak
- user-generated content campaign turning every skier into a brand storyteller
- premium incentive mechanic a free test drive of the Audi e-tron GT for those who reached the top
- social content series capturing the climb, the summit, and the reward
- cohesive visual language linking the mountain experience to Audi's brand world
us
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Turned passive mountain footfall into an active digital experience — every skier at the summit became a brand storyteller.
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A premium activation that made Lebanon's highest peak Audi's most shareable moment of the season — driving visitor numbers, social conversation, and brand affinity in one climb.
