Myles  Lord
Managing Creative Director / MD / GF at DDB Berlin
Berlin, Germany
TitleA1
Agency
Campaign The Next Big Audi
Advertiser Audi
Brand Audi
PostedAugust 2011
Product A1
Business Sector Automotive
Story SUMMARY:
In August 2010 Audi was ready to introduce its first prestigious small car - the brand-new Audi A1.Never before had a premium brand attempted to conquer the highly competitive market for subcompact cars. However, the market conditions were not in Audi’s favour.After rigorous discounts in 2009, the European market for small cars was declining. And yet consumers expected further price cuts. With Audi’s premium offer priced 25% above segment average, one thing was clear:  The Audi A1 would be anything but an easy sell!Audi’s aim was to receive 10,000 pre-orders and, of these, for at least 50% to be first time Audi buyers. At the core of the campaign were 6 heart-racing mystery-thriller webisodes featuring style icon and audience role model, Justin Timberlake, Hollywood beauty Dania Ramirez and Swedish breakout rock band “Torpedo”.With each of the six episodes intensifying anticipation while channelling traffic toward the product site, the campaign catapulted viewers straight into the driver’s seat of the A1.Secret images and video material were exclusively leaked to generate buzz. A1 insiders could uncover hidden material and follow the expanding story through social media and millions interacted with the car online – customizing, sharing and test-driving their own designs.The hub of the campaign remained a social media platform that unified all of these activities, making it really easy to co-create and share exciting content.The results were spectacular. 16,000 vehicles were pre-ordered: 62.6% above the target, a remarkable achievement considering Audi A1’s premium price tag of 17,200€.90% of all pre-orders were from brand newcomers and Audi were forced to increase production capacities by 20% due to the overwhelming demand.
Media Type Packaging, Branding & Design
Market Estonia, Hungary, Latvia, Lithuania, Poland, Romania, Russia, Austria, Denmark, Finland, France, Germany, Ireland, Luxembourg, Netherlands, Norway, Sweden, Switzerland, United Kingdom, Bulgaria, Greece, Italy, Portugal, Spain
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