2016 Winners & Shortlists

Brief Explanation

Every year, an Audi greeting card is sent out to customers by the end of December. This year, we used the R8 as our protagonist, basing our idea on its spectacular speed. Our end of year greeting cards reached every recipient on November 1st, 2015 with the following message on the envelope: “We wanted to wish you a Happy New Year by the end of December…” Followed by the following revealer message, inside: “But we have arrived early” The central idea is an Audi end of year greeting card sent out to all Audi client base in Lebanon. The fact that this card personally reaches the homes and offices of our audience makes it a unique 'direct' element. Each card is personalized with the name of its recipient, and holds the signatures of the Audi top management in Lebanon.

Creative Execution

The Audi R8 is the epitome of speed. The idea was to send out in November, a greeting that was meant to reach its recipients end of year in December. This makes the creative execution intrinsic to the product, making the early arrival completely linked to the speed of the Audi R8.

Results

The end-of-year greeting was sent out to all the Audi clients in Lebanon. This activity is a one-way communication initiated by the brand with the great objective to break the clutter of end-of-year greetings being sent out by the hundreds of brands during that specific time of the year, using a unique product truth that only Audi managed to own. In doing so, the impact of the idea managed to last much longer than the momentary impact a greeting usually holds, extending to positive word of mouth about a brand that greeted its client base differently using its own offering.