2019 Winners & Shortlists

Why is this work relevant for Media?

For this ad to work, it can only be displayed on LED billboards. We used the glitches that are generated by a technical mishap and that are very common in the Lebanese LED outdoor scene as a source of media. These black spots were used as part of the ad design, to depict the hidden obstacles that drivers might encounter.

Background.

• Situation: Audi’s full car range is taking a step forward into the future by adopting several technological innovations in its cabin options, Pre Sense feature is at the core of them. • Brief: Audi wanted to highlight its Pre Sense function; that detects unseen hazards on the road; to establish its advancement in technology, not only in terms of reliability and luxury, but also in the safety of the driver. • Objectives: To create awareness about this feature and how it enhances the driving experience.

Describe the creative idea/insights

Lebanon’s frequent power outages cause most of its LED billboards to glitch, leaving them with black spots that multiply with time. They appear randomly and hide parts of the ads displayed on these panels. This visual language is very common for the Lebanese as they see them frequently on LED outdoor displays. Audi decided to use these black spots to depict the shapes of hidden obstacles to communicate its Pre Sense feature, that detects hazards unseen by the driver.

Describe the strategy.

• Target audience: Class A/B - Luxury seekers, Families, Ages ranging between 20 – 45 years old. • Media planning: The best way to reach our target audience and have a direct correlation between problem and solution is to use similar outdoor screens to intrigue the minds of the people and allow them to connect with the brand in a fun way. • Approach: We displayed the ad on LED billboards in key locations: - The main entrances of Lebanon’s capital - Main highways - Commute routes

Describe the execution.

We used the very hazards that drivers come across and depicted them in black spots that are evident on LED displays. These spots took the shape of a dog, a car and a child with a ball. LED billboards, and social media channels, are the mediums used to showcase the ad. The campaign flooded the streets for a full week and the conversation continued on Audi Lebanon’s social media channels, especially after posting the video that stirred the interest of our followers.

List the results.

Airing the campaign for 7 straight days on 12 massive LED billboards in key locations guaranteed mass exposure and resonated well with the target audience. For once, Lebanese, didn’t see this glitch as a problem but as a solution. Audi imposed itself once again, as a leading love brand in the automotive segment, by always championing innovation in a friendly manner. Social engagement with the brand reached 300,000+ in the 3 days it was launched. Active bloggers picked up the topic and shared it on their pages.