2016 Winners & Shortlists

AUDI - THE NUMBER 10

BrandAUDI MIDDLE EAST
Product/ServiceAUDI
EntrantTONIC INTERNATIONAL Dubai, UNITED ARAB EMIRATES
CategoryUse 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

Name Company Role
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