|Category||C01. Integrated Media Campaign|
|Product/Service||AUDI A8 |
|Entrant Company:||CREATIVELAND ASIA Mumbai, INDIA|
|Advertising Agency:||CREATIVELAND ASIA Mumbai, INDIA|
|Sajan Raj Kurup
||Chief Creative Officer/Copywriter
||Executive Creative Director
||Executive Creative Director/Copywriter
|Prince Jacob Thomas
||Senior Creative Knowledge Partner
||Chief Implementation Officer
||Digital Media Planner
||Film Production Company
Results and Effectiveness:
More than 50,000 people took part in 'Win-an-Audi 3D Starter Kit' contests on Facebook.
50% of yearly sales target achieved in the first month of the launch.
Flood of test-drive requests.
More than $950,000 worth of PR generated in 1 month.
FWA rated it as one of the top websites.
We began by hand delivering a full 3D car brochure. With the Audi branded 3D glasses we
sent along with it, the car came alive and leapt out of each page. Through this DM we also
gave them exclusive access to the 3D microsite created for this car.
Once logged on to the 3D microsite, it would play the Audi A8L 3D film. The unique part of the
website was that the user could, at any point while the film was running, click on a feature of
the car being showcased in the film and explore it further. We also created 3D iPad, iPhone
and Android apps for the car to deliver this experience across media.
Insights, Strategy and the Idea:
The objective of the campaign was to launch the new Audi A8L and get potential customers to
experience the backseat of the most luxurious long-wheel base sedan Audi has ever built.
The best solution would have been to go to all our potential customers one by one and get
them to sit in the car and experience it.
Since that wasn't a practical, we had to think of the second best way to get potential
customers to experience the car and its features without having to step into it.
So we created the world's first fully integrated 3D campaign for the launch of Audi A8L.
An immersive 3D experience that straddled every possible medium and every possible
screen. Screens as small as the mobile phone to a screen as large as the Imax and
everything in between. Delivering a car experience like never before.