Audi wanted to bring its “Progress Is” brand platform to life by reimagining what a test drive could be transforming it into a forward-thinking, story-led experience that aligned with the progressive mindset of modern consumers and built excitement for the launch of the A6 sedan.

Partnering with Amazon Go in Seattle, one of the most innovative retail environments in the world, Audi created “Test Drive to the Unknown,” inviting more than 100 shoppers to embark on surprise-filled drives without knowing where they were headed. This audience, already predisposed to frictionless, tech-forward shopping, became the ideal match for Audi’s vision of progress and its newest sedan. Across different routes, participants encountered curated moments such as a private violin concerto, a collaborative mural-painting session, exclusive tastings, and even helicopter rides—each designed to reward curiosity and reinforce Audi’s belief that progress comes from embracing the unexpected. The more time each shopper committed, the further their journey took them, culminating in one participant receiving an all-expenses-paid trip to Germany to drive an A6 on the Autobahn with just 24 hours notice. Audi documented the journeys for a cinematic short film designed to drive social reach and PR amplification. All drives began and ended at Audi’s branded tent at the Amazon Go Spheres Greenspace, where guests could register, enjoy soft seating and snacks, and learn more about the A6 sedan. The result was an activation that powerfully connected Audi’s “Progress Is” ethos with a naturally progressive audience turning everyday shoppers into advocates through discovery, participation, and surprise.