2018 Winners & Shortlists

The Campaign

The first idea we had when we started thinking about a response to BMW's billboard, was to take it to their showroom. But then we realized that it wouldn’t be disruptive enough as it was more or less what BMW had already done. We saw an opportunity to respond exactly to their message using the showroom's wall and setting up a kind of conversion between the 2 brands with Audi having the last word (thus winning in the consumer’s mind). As we wanted the campaign to be viral, we used the language of the internet. That’s when we came up with the LOOOOL using Audi's logo. The copy was simple enough to be shared later by thousands of people. And as a former digital agency with a strong expertise in banners, we decided to use one but a real one this time.

Creative Execution

Behind the original billboard by BMW stating "It's never too late to change your mind », we placed a billboard on the wall of the showroom. Audi's billboard said: “LOOOOL, never change a winning brand”. So drivers passing by could see the BMW statment followed by the Audi answer. We then took a photo of it and we sent it to the Facebook Page “Tunisian Cars” and they posted it. Fans then started sharing the photo and loving Audi's response. The photo went viral which made media talk about it (web articles and radio) all over the world.

From a simple billboard on the wall of Audi's showroom, to a relatively viral campaign on social media. The photo of Audi's response to BMW got picked up by thousands of people and media outlets all over the world on Facebook, Twitter, Linkedin, Instagram, radio and web magazines. The campaign had over 5 million impressions, over 50.000 reactions, over 10.000 shares and we had a spike of 300% in google searches for the term "Audi Tunisia". The campaign costed only $250 and for every dollar spent, we had a return of $540 dollars in earned media.

Not only the billboard was a perfect response to BMW outdoor, but it went viral on social media. We used social media to respond to BMW and to take the lead with our funny response. The copy in the billboard was created to adapt to the language used on social media (LOOOOL)

Insights, Strategy and the Idea

When BMW placed their billboard, our client Audi immediately asked us to think about a response. We gathered all the information related to the impact of the campaign on social media and the average number of cars passing by the billboard. After analyzing these data, we came up with the decision that we should answer them with a billboard but with a greater impact on social media.