Brand | AUDI MIDDLE EAST |
Product/Service | AUDI |
Entrant | TONIC INTERNATIONAL Dubai, UNITED ARAB EMIRATES |
Category | Use of Promotional Stunts/ Live Advertising / Live Shows / Concerts & Festivals |
Entrant Company
|
TONIC INTERNATIONAL Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
TONIC INTERNATIONAL Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
MEDIACOM MENA Dubai, UNITED ARAB EMIRATES
|
Production Company
|
FILMMASTER Dubai, UNITED ARAB EMIRATES
|
The Brief
Audi is well known for its cutting-edge technology. But the German brand is perceived as cold and distant in the Middle East. Its advertising, featuring foreign locations and talents, did not help either. To engage its people in the region, we created an online platform called Audi Challenges Arabia. In this platform, we invited people to challenge Audi cars. Some of these challenges were brought to life. These are all based in the region featuring real, local people. This way, we ensure our audience understands Audi’s global positioning within a Middle Eastern context.
Creative Execution
We created an online platform called Audi Challenges Arabia. In this platform, we reached out directly to the people in the region, and invited them to challenge Audi cars. Over 5,000 submissions were received. Selected submissions were brought to life by Audi. In this instance, Audi accepted the challenge to '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.
Describe the success of the promotion with both client and consumer including some quantifiable results
We are still at an 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.
Explain why the method of promotion was most relevant to the product or service
Instead of running another car commercial, we created an event to bring out Audi brand mantra of progress through technology. With Audi technology and 22 Audi Q7, we reached out and unlocked the footballing potential of a village boy by building and lighting up a football pitch. While universal, the story of a boy fulfilling its dream to join the big league reached a new dimension because of his Bedouin origins. These real characters are usually not heard in traditional advertising. Promo & Activation allowed Audi to create a much more meaningful and therefore more effective story – one that resonated with people in the region.
Credits
Cristiano Tonnarelli |
Tonic International |
Executive Creative Director |
Khaled Gadallah |
Tonic International |
Executive Creative Director |
Arnaud Verchere |
Tonic International |
Planning Director |
Wael Bittar |
Tonic International |
General Manager |
Tony Ting |
Tonic International |
Copywriter |
Renaud Heneffe |
Tonic International |
Art Director |
Nicolas Richard |
Tonic International |
Copywriter |
Francesca Meloni |
Tonic International |
Account Director |
Amr Mokhtar |
Tonic International |
Account Manager |
Renato Lamberti Sagliano |
Tonic International |
Head of TV Production |
Joeri Holsheimer |
Filmmaster MEA |
Director |
Carlos Catalan |
Filmmaster MEA |
Director Of Photography |
Chayne Brand |
Audi Middle East |
Marketing Director |
Bastiaan Jordan |
Audi Middle East |
Brand and Communication Manager |