NRG Brands | integrated marketing communications agency

Client: Audi Bulgaria

Master driving course for women

In Bulgaria there is a patronising attitude towards the female drivers. They are perceived as insecure and inadequate participants on the road. The female drivers are often a subject to bullying and insulting attitude from the male drivers. This suppresses women and reduces the confidence in their own driving skills.

Audi does not accept this discriminatory attitude, and the purpose of the brand is to clearly state its support for the women drivers by focusing the attention of the society on this issue.

Audi allowed the transformation of its own logo in order to emphasize its empathy and support for the women drivers in Bulgaria.

We launched a radio and outdoor campaign to support female drivers and organised the only "Master Class for Women Drivers". With the support of female rally drivers and instructors, the ladies had the opportunity to bring back their self-confidence on the road and improve their skills behind the wheel.

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