Advertiser: AUDI
Agency: MEDIACOM GERMANY
Category: Best Use of Integrated Media
Grouphead Planning: Marcel Schliée (Mediacom München)
Managing Director: Inke Rausch (Mediacom München)
Media Manager: Michael Prasch (Audi AG)
Head Of Marketing Communication: Silke Miksche (Audi AG)
Media Manager Digital: Tobias Brühl (Audi AG)
Execution
The challenge for our media-strategy was not just to tell people about the new Audi A3 MMI touch technology, but to let them experience the simplicity it brings to their lives. We wanted to let people interact with the Audi A3 and it's MMI touch intuitively – across all media channels. In order to bring intuition to life we aligned specials in all channels by using progressive advertising formats:•Progressively enhanced TV-commercials with intuitive transition from program to break (MMI logomorphing).•Print Ads with augmented reality which enabled intuitive exploration of the Audi A3 interior.•Commercial premiere on Facebook as pre-seeding teaser.•XBOX 360 A3 world – a dedicated channel and microsite with intuitive gesture navigation.•Virtual A3 Showroom to discover the A3 by moving your hands in front of the webcam.•Interactive iAds to explore the A3 intuitively.•A roadshow through ten major German cities with intuitive product experience.
Effectiveness
•More than 90% of the Audi A3 target group experienced the new car and the MMI touch intuitively.•Augmented reality generated more than 2.000 hits.•We generated over 60.000 additional likes on Facebook.•Progressive target audience: 90.000 people interacting via XBOX with an average time spent of 1.8 minutes.•1.800.000 hits through the iAd with an average time spent of 64 seconds. That´s 14 seconds more than an average iAd campaign! The set target for the installation rate of the MMI was 7%. The actual installation rate reached 21%!
Strategy
The Audi A3 is Audi's biggest success story. The A3 sets standards in it's segment, truly living up to the Audi brand promise of 'Vorsprung durch Technik'. To boost this high standard Audi invented the new MMI touch pad, an intuitive control concept for navigation, music and internet features – unique in a car of the compact car segment. The MMI touch with gesture navigation turns the new Audi A3 into an intuitive experience. The marketing challenge for Audi was to create broad scale awareness for the A3 with MMI touch technology to keep up with the market's expectations for Audi being the leading premium car manufacturer. In a world growing more complex each day, people long for simple solutions to every challenges. Such as the intuitive MMI touch! To identify this consumer's need for simplicity and the relevance coming out of it was key to our communication strategy.