Cultural context.
In 2023, Spain became the world's top tourist destination, surpassing France for the first time in its history. It is a unique country that offers a multitude of destinations not only for sun and beach.
It ranks third in the world for the number of sites classified as UNESCO World Heritage.
With 52, Spain has the most biosphere reserves in the world.
Background.
We needed to take a step further and enhance our mobility app, myAudi&Me, with an idea that would resonate with our audience from a deeper and more human perspective, while also remaining true to Audi's technological DNA.
Idea.
The first map that shows destinations based on the most mentioned emotion in their Google Reviews.
Using an algorithm, we classified millions of words from Google Maps reviews into 12 primary emotions. We created a geolocated map where each user can explore different emotions and discover the location, reviews and routes of each destination. A unique travel guide connected to the vehicle's infotainment system and hosted in our mobility app.
Results.
In the first two months of the campaign, we achieved 14,505 new app downloads and a registrations growth of 48.55%. Moreover, we attained an average user session duration of 1.16 minutes, which was 485% higher than usual. This surge in engagement led to 3,752 users actively seeking routes to our destinations*.
*Data collected from Google Analytics during July and August 2023.
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Gold in BestinAuto, IPMark 2023
Broze, Inspirational 2023
Club de Creativos, Yearbook 2024
