2016 Winners & Shortlists

Creative Execution

The film was promoted on Facebook, Twitter, Instagram and Youtube. On the Audi Middle East Facebook page, three posts containing the teaser videos were published prior to the release of the full challenge video to generate awareness. Two days later, the full film was posted in English and Arabic. 31 Tweets have been sent from Audi Middle East Twitter account to date. 3 organic posts have been published on Instagram to date. The full film was also uploaded and promoted on YouTube.

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.

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 it into a broader initiative that’s deeply part of the Audi “Vorsprung durch Technik” DNA: progress not only for the cars, but progress for the people through technology. We unlocked a footballing potential of a boy by delivering, building, and lighting up a football pitch for him – with 22 new Audi Q7. The campaign ensures our target audience understands Audi’s global positioning within a Middle Eastern context. By relating to a popular sport in the region made Audi even more relevant.