2016 Winners & Shortlists

Brief Explanation

The business objective was to drive awareness around the quattro technology. The communication objective was to showcase the quattro impact through smart radio buy. When 'Talasa' - the most anticipated storm of the season - hit the country, based on a detailed weather forecast, we knew exactly when it would hit, its peak point, and the peak point of the traffic jam. We aired our spot at the intersection. It broke the clutter in absolute contrast with the outside storm, allowing listeners to experience the feeling to drive an Audi quattro in the craziest conditions, making winter, feel like summer.

Results and Effectiveness

The lead purpose of this radio campaign was to drive awareness about a brand feature using an approach that is intrinsic to the brand and to the medium. This makes it a brand/corporate approach leading to effectiveness through disruption. The spot aired during traffic rush hour on 6 different radio stations, therefore reaching up to 75% of its targeted audience. The timing is what made all the difference. While drivers were in their car, windows closed, wipers on at full speed, with heavy rain and thunder outside, our spot disrupted that state by showcasing the sounds of a summer day.

Creative Execution

The spot was recorded and handed out to all relevant radio stations with no pre-set airing schedule. When 'Talasa' - the most anticipated storm of the season - hit the country, based on a detailed weather forecast, we knew exactly when it would hit, its peak point, and the peak point of the traffic jam. We aired our spot at the intersection by getting in direct contact with the radio stations. We chose the stations that are relevant to existing and potential Audi drivers and the spot was aired 3 days in a row during the optimal timing described above.

Insights, Strategy and the Idea

Audi owners and Audi lovers hold great esteem to the brand. More specifically, the quattro is considered as the best 4-wheel drive technology in the world and is intrinsic to Audi. Choosing to portray this technology through radio was extremely challenging, which is why the nature of the idea and broadcast timing were crucial. Moreover, using radio as medium to showcase car-related advertising is spot on, because the audience will get to experience the ad while driving. Choosing to advertise the quattro in the heart of the wildest storm is perfect timing, because the roads are ravaged with rain.