2016 Winners & Shortlists

The Campaign

Audi is well known for its cutting-edge technology. But the German brand is perceived as cold and distant in the Middle East. To engage its customers, we created an online platform called Audi Challenges Arabia. In this platform, we invited people in the region to challenge Audi cars. Over 5,000 submissions were received. We accepted the challenge of ‘Light up a football pitch’, and translated this idea into a broader initiative that is deeply part of the Audi “Vorsprung durch Technik” DNA: progress not only related to the cars, but progress for the people through technology. Instead of lighting up any existing football pitch, we unlocked the footballing potential of a talented boy by delivering, building, and lighting up a football pitch for him. Over four weeks were spent looking for that needle in the haystack: a talented kid who lacked the facilities to support his dream to become professional. We found Zakaria Daoud in the remote mountainous village of Balad Sayt, Al-Rustaq goveranate, which is located 1,500 metres above sea level and can only be reached by a 40-kilometre rocky off-road route. With the help of 22 new Audi Q7 and their Matrix LED technology, Audi completely illuminated the football pitch and surprised the village children with their new pitch. We all wanted to become professional players when we were kids. But Zakaria took it a little more serious than the rest of us. The film is about his passion and struggle. The role of Audi is secondary, yet crucial in making progress happen.

We are still at the very early stage. However in six days, we reached over 17 millions people, achieved 7 millions views, generated 240,516 engagement and 49,427 impressions. Over 5,000 submissions were received for the campaign. The overall sentiment towards Audi Challenges Arabia is 100% positive.