2010 Winners & Shortlists

AUDI Q7

Gold
The Flash Media Player is required to view this content.
BrandETS. KETTANEH
Product/ServiceAUDI Q7
EntrantIMPACT BBDO Beirut, LEBANON
CategoryBest Use of Standard Outdoor
Entrant Company:IMPACT BBDO Beirut, LEBANON
Advertising Agency:IMPACT BBDO Beirut, LEBANON
Media Placement:MEDIA DIRECTION OMD Beirut, LEBANON

Credits

Results and Effectiveness

The communication activity made a true impact in the market, raising awareness about the Q7 and its main attributes. In fact, our concept managed to highlight uniquely the fact that the Q7 strongly defies all roads no matter what the conditions are; showing clearly that this SUV is undeniably the best not only in luxury but most importantly performance. This was clearly felt by the significant increase in sales and showroom visits by potential buyers that the campaign triggered.

Creative Execution

The idea is to use the rotating panel billboard (introduced recently in the Lebanese capital) to show the command that the Audi Q7 has on any type of road. The car is a mere sticker placed on a Plexiglass, and never actually moves. Movement is confined to the 3 visuals in the background that take turns in taking over the panel, making it look like the Audi Q7 is passing through. The visuals are further developed to show the different route types as intertwined, and hence 3 parts of the same road. Furthermore, the billboard that displayed the ad was specifically chosen in the most congested area, where traffic jams often prevail. This would allow enough time for every driver to see the Audi Q7 as it smoothly makes its way from a flat highway to an uneven country road, a rocky route and finally through the snow

Insights, Strategy and the Idea

The objective was to highlight the Audi Q7‘s attributes in a way that sets it apart from all the other numerous SUVs existing in the market, so that it remains top of mind with the Lebanese public, allowing it hence to outperform its competitors in terms of sales and to stay ahead of both present and potential competition. The Q7 targets mainly top ranked businessmen belonging to social class A, highly driven by Audi’s image, reliability, performance and authority that is best materialized in the Q7. The idea was born out of the insight that the Q7 is undeniably the strongest most secure SUV that defies all roads. With its Quattro technology, the Q7 is guaranteed to have a perfect grip of the road no matter what its conditions are. It goes without saying that the client liked the idea tremendously and the feedback we’re getting from the market is very positive.

Credits

Name Company Role
Claude Checrallah Impact BBDO Group Account Director
Hala Amiouni Impact BBDO Account Director
Rachid El Khazen MD-OMD Manager Buying
Nayla Mouawad Impact BBDO Marketing Coordinator
Joe Abou Khaled Impact BBDO Associate Creative Director
Anthony Azzi Impact BBDO Art Director