Audi: ICE CAR

Credits & Description:

Category: Best Localised Campaign
Advertiser: AMAG AUTOMOBIL UND MOTOREN
Product/Service: AUDI
Agency: EXXTRA KOMMUNIKATION
Chief Creative Offcier: Markus Gut (Advico Y&R (Y&R Group Switzerland))
Executive Creative Director: Dominik Oberwiler (Advico Y&R (Y&R Group Switzerland))
Art Director: Oliver Glutz Von Blotzheim (Advico Y&R (Y&R Group Switzerland))
Art Director: Sarah Paul (Advico Y&R (Y&R Group Switzerland))
Copywriter: Patrick Bucher (Advico Y&R (Y&R Group Switzerland))
Managing Director: Susan Baumgartner (Exxtra Kommunikation (Y&R Group Switzerland))
Account Director: Pascal Trütsch (Advico Y&R (Y&R Group Switzerland))
Media placement: Audi car - Versoix in Switzerland - 01.02.2012

Insights, Strategy & the Idea
Thanks to Vorsprung durch Technik (“Progress through technology”) an AUDI can always be relied on – regardless of weather conditions.
Let people experience the absolute reliance an AUDI offers first-hand. So we invented the Audi Tough test. The challenge: Does the motor of 20 year old Audi still start under extreme conditions?

Creative Execution
Every winter in Versoix, Switzerland, the icy wind moves the water of the lake over the banks, covering the whole landscape with thick layers of ice. This year, our test vehicle – a twenty year old Audi Avant 80 – was also there. Audi tried to start the engine of the iced vehicle - and was successful.

Results and Effectiveness
The iced Audi became a magnet for public attention: many people came to see it. Media from all over Europe reported the Audi Tough test. RTL, the biggest TV network in Germany, was present when the vehicle’s vehicle started. About 3.2 million people saw the broadcast – and experienced what Vorsprung durch Technik (“Progress through technology”) means.