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Shaping the future of premium mobility

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The client: Audi Singapore

Scope of work: (1) Executive thought leadership (2) Strategy and narrative development (3) Media relations

The brief:

  • RICE is the PR retainer agency on record for Audi Singapore.
  • Between 2022 and 2023, we worked with Audi Singapore to develop a strategic thought leadership campaign on the future of mobility.
  • The campaign featured two phases: A 6-part video series and a flagship event.

Igniting Conversations with Futurists of Singapore

In the first phase, RICE produced a 6-part travelogue-style video series featuring Markus Schuster, Managing Director of Audi Singapore, having conversations with inspiring local entrepreneurs about what progress means to them and their hopes for the future.

RICE worked with Audi Singapore to conceptualise the series, which features a variety of topics, from bridging technology, art, and sustainability to transforming SEA’s fashion landscape and putting Asian scientists on the global stage.

With The Imagine Company leading the filming and post-production, the videos were amplified on Markus’ LinkedIn profile over several weeks. This boosted his online presence and engagement organically and increased his follower count. 


  • Organic reach of 38,938 impressions, 13,051 video views, and nearly 800 reactions.
  • More than 250 new followers on the executive’s LinkedIn page.

Audi House of Progress 2023

The Audi grandsphere concept on display at the House of Progress showcase in Singapore.
(Photo: Audi Singapore)

In the second phase, RICE managed media relations, influencer outreach, content curation, and event management for House of Progress, Audi’s flagship immersive brand event. The event was held for the first time in Singapore and opened to the public at the ArtScience Museum. 

The event showcased Audi’s vision for the future of mobility, and our goals were to amplify mainstream awareness, boost media interest, and increase event footfall.


  • 50 mainstream, automotive and lifestyle journalists and KOL attendees at the media preview
  • 9,161 visitors to the event, surpassing the 7,000-foot traffic target by over 30%


  • Charting the Course: For each phase and activation, we took a purpose-driven, meaningful, progressive approach to brand building. For instance, we leveraged Markus’ LinkedIn for the video series, maximising his platform to spotlight locally relevant leaders and their contributions to their industries – and, correspondingly, elevating Audi’s brand across different sectors and audiences.
  • Sharing the Ride: Personal. Interactive. Immersive. The campaign’s visual and experiential elements ensured that the brand’s journey was exactly that—a journey. By incorporating real stories and experiences, we humanised Audi, establishing an invigorating connection not just to the physical cars but also to the aspirational driver behind the wheel.
  • Realising the Vision: Authentic storytelling requires understanding brand messages and intended audiences. The video series weaved in sustainability, art, entrepreneurship, and technology –‌ disparate topics ultimately connected and underscored by Audi’s overall identity. House of Progress also immersed audiences in the Audi brand, making sure that they didn’t just get to see the future, but be in the future as well.