Launch campaign for Audi A1
Challenge
With the A1, Audi builds a compact car for the first time. A cool and rockin’ car for a young target group.
Our task: to create a campaign that is just like that.
An international market launch for a new segment.
Solution
To live up to Audi’s progressive claim, we developed the strategy: 3 phases, 3 innovations. First came the TALK-phase. This is where we got the conversation started. With the social media hub, we created an innovative tool that brings together all contributions about the A1 on one page. In the SEE-phase, people were able to see the A1 for the first time. The world premiere was streamed in real-time. At the same time, an online special with many interactive tools started. The users were even able to develop their own designs and to share them with their friends (during the first hour alone, more than 10,000 designs were saved and published on Facebook). In the FEEL-phase, the big show followed: a gripping action film with interactive 360° scenes. In the starring roles: Justin Timberlake and the new A1. Additional to that, there are parallel story lines on the web that let users experience the “next big Audi” over and over again.
Communication Tools
A1 microsite, EEE microsite, QR Mobile stickers, viral videos, an interactive film, A1 Facebook fan page, A1 YouTube channel, A1 Twitter stream, banner, newsletter, Audi brand portal, Audi media portal
Agency
Neue Digitale / Razorfish
Year
2010
Challenge
With the A1, Audi builds a compact car for the first time. A cool and rockin’ car for a young target group.
Our task: to create a campaign that is just like that.
An international market launch for a new segment.
Solution
To live up to Audi’s progressive claim, we developed the strategy: 3 phases, 3 innovations. First came the TALK-phase. This is where we got the conversation started. With the social media hub, we created an innovative tool that brings together all contributions about the A1 on one page. In the SEE-phase, people were able to see the A1 for the first time. The world premiere was streamed in real-time. At the same time, an online special with many interactive tools started. The users were even able to develop their own designs and to share them with their friends (during the first hour alone, more than 10,000 designs were saved and published on Facebook). In the FEEL-phase, the big show followed: a gripping action film with interactive 360° scenes. In the starring roles: Justin Timberlake and the new A1. Additional to that, there are parallel story lines on the web that let users experience the “next big Audi” over and over again.
Communication Tools
A1 microsite, EEE microsite, QR Mobile stickers, viral videos, an interactive film, A1 Facebook fan page, A1 YouTube channel, A1 Twitter stream, banner, newsletter, Audi brand portal, Audi media portal
Agency
Neue Digitale / Razorfish
Year
2010
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