Brand | AUDI |
Product/Service | AUDI FUTURE TECHNOLOGIES |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Merchandising/In-store Marketing & Point of Purchase Displays |
Entrant Company
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
The Brief
To launch Audi Connect, Ultra and E-tron, a series of innovations that are defining
the future of the automobile — network mobility, electric mobility and lightweight construction. Our challenge was to create an interactive and immersive experience
to promote these technologies, encourage test drives and drive purchase.
Describe how the promotion developed from concept to implementation
We created Audi Tomorrow, Today. A living, breathing showcase of how it feels
to drive in the future.
When prospective Audi drivers stepped into the mall, the interactive display spoke
to them via bluetooth and directed them to experience Audi’s futuristic technologies first hand. Once they were on board, the interactive stand and pods came alive with
a real-time virtual simulator featuring full-HD touchscreens, 3D sound system and intuitive original content specially created to bring Audi Connect, Ultra and E-tron
to life.
Describe the success of the promotion with both client and consumer including some quantifiable results
The activation didn’t only capture their imagination. It also resulted in 1,188 leads, 698 test drives and 107 vehicles sold.
Explain why the method of promotion was most relevant to the product or service
It actively invited prospective Audi drivers to ‘time travel’ — to drive and experience the future. It also successfully positioned Audi as the future of the automobile.
Credits
Robin Smith |
Memac Ogilvy |
Regional Creative Director |
Ben Knight |
Memac Ogilvy |
Creative Director |
Logan Allanson |
Memac Ogilvy |
Art Director |
William Mathovani |
Memac Ogilvy |
Copywriter |
Kris Balerite |
Memac Ogilvy |
Senior Designer |
Mark Cruzum |
Memac Ogilvy |
Designer |
Amelia Nurul |
Memac Ogilvy |
Designer |
Joe Zohgbi |
Memac Ogilvy |
Account Manager |
Sara Otto |
Memac Ogilvy |
Account Executive |
Joe El Chemor |
Memac Ogilvy |
Operations Manager |