Advertiser: AUDI
Agency: FRED & FARID GROUP
Category: Best Use of Integrated Media
Music (Composer/Artist/Title): Arnaud Astruc
Music (Composer/Artist/Title): Benjamin Fournier-Bidoz (Laureates Audi Talents Awards 2012)
Account Manager: Daniel Dormeyer (Fred/Farid Paris)
Copywriters: Farid (Fred/Farid Paris)
Production Designer: Fred (Fred/Farid Paris)
Head Of Post Production 2D: Christopher (Unit London)
Agency Producer: Karim Naceur (Fred/Farid Paris)
Advertiser's Supervisor: David Dargaud (Audi)
Producer: Lisa Joseph
Director: Mehdi Norowzian
Post Production: Sally Heath (Unit London)
Account Manager: Buu Tran (Fred/Farid Paris)
Advertiser's Supervisor: Fabien Neel (Audi)
Creative Directors: Fred (Fred/Farid Paris)
Art Directors: Julien-Pierre Mallet (Fred/Farid Paris)
Advertiser's Supervisor: Marc-Andreas Brinkmann (Audi)
D.O.P: Zubin Mistry
Editor: Ben Campbell
Creative Directors: Farid (Fred/Farid Paris)
Production Designer: Farid (Fred/Farid Paris)
Copywriters: Fred (Fred/Farid Paris)
Art Directors: Volker Gehr (Fred/Farid Paris)
Execution
We used all available media to make our LED rear light a star. But rather than focusing on a single-minded benefit, we chose to do the exact opposite: we purposely cramped up a huge amount of details, facts and data about this single millimeter everywhere we could, creating a striking contrast.Our illustrious millimeter invaded Facebook, Twitter, Blogs, TV, Magazines, Billboards, Email and even dealerships, making the campaign tightly integrated but allowing for different kinds of story-telling about the A1 Millimeter, depending on the media it was featured in.
Strategy
Because it was the smallest in the Audi car range, skeptics wondered if the Audi A1 was really an Audi. Talking to Audi engineers, we discovered the mind-blowing amount of efforts, intelligence and technology the carmaker put in every millimeter of the A1.Since studies indicated that our target (young car enthusiasts) admire engineering and technology but don’t care much about fluffy lifestyle statements, we did nothing more than telling them the spectacular truth: all the extraordinary details about an otherwise mundane part of the car, its LED rear-light.
Effectiveness
Our main goal was to reassure that the A1 was first and foremost an Audi, without any sacrifice on perfection and technology. Post-test studies gave evidence of our success, since the A1’s image significantly progressed on the 3 key Audi items, beating direct competitors Mercedes and Mini on ‘Progressive', 'Technological' and 'Innovative’. In addition, Purchase Intention increased by 7% for people exposed to the campaign.The product story resonated well with the our tech-enthusiast audience: the film generated over 1,200,000 views on YouTube in only a few weeks – a first for Audi in France, making Audi the most talked-about brand in the press during the launch period.Business wise, sales grew + 51% after the 2-month campaign.