2011 Winners & Shortlists

The Campaign

In May 2010, Audi decided to officially launch its flagship Quattro technology (permanent-all-wheel-drive) in Lebanon. To get people excited about it we decided to rally them behind a relevant cause. Our insight was that if there’s one thing that unites all of Lebanon – it’s the state of the country’s roads. So we gave them a platform to express their opinions and vent their frustrations. We created a non-branded website called foralltherightreasons.com

Success of the Campaign

17,000 unique visitors 700 photographs of roads from all across Lebanon Increase in sales by 17% post campaign launch

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Through a press and PR campaign we encouraged people to upload photographs of roads that made driving in Lebanon truly unique. Then, after 4 weeks of intense activity that included contests and prizes, we changed the URL to quattroforalltherightreasons.com and unveiled the Audi quattro advertising campaign – which used images that were sent in by people from all across the country.