Advertiser: AUDI
Agency: RAZORFISH
Category: Best Use of Social Media
Head Of Planning: Alina Hueckelkamp (Razorfish)
Concept/Copywriter: Boris Eldagsen (Razorfish)
Post-production: Daniel Basle (Pirates 'N Paradise Berlin)
Producer: Felix Vollmar (Markenfilm Berlin)
Editor: Henrik Smith
Art Direction: Moritz Maurer (Razorfish)
Strategic Planning: Kathrin Stieler (Razorfish)
Director: Laszlo Kadar (Markenfilm Berlin)
Post-production: Rudi Hensel (Pirates 'N Paradise Berlin)
Executive Client Partner: Sascha Martini (Razorfish)
Account Management: Thiemo Borchart (Razorfish)
Account Management: Aileen Poller (Razorfish)
Executive Producer: Boris Schepker (Markenfilm Berlin)
Concept: Felix Stock (Razorfish)
Copywriter: Janine Gollub (Razorfish)
Strategy
Audi’s Facebook Fanpage is one of the biggest automotive social communities in Germany. The number of 500,000 fans was the reason and motivation for a social event that honors them: Audi legend and LeMans winner Dindo Capello used the car our community likes most, the Audi R8 sports car, to drift the magicNumber onto the asphalt. This social stunt stands in the tradition of the brand’s racing heritage and has enough power to display the gratitude for all the passion for Audi shared in the community. To make the entire social stunt more iconic and real we invited Dindo back to the table. And we asked him to bring the original tires. Together with a Berlin artist we created 20 unique prints using the messed up profiles of the Audi R8 tires. We gave these social artifacts to our most loyal, passionate and active fans.
Effectiveness
We achieved many 'firsts' and set a couple new benchmarks. For instance: We created the first social film to make it on TV. In opposite to brands spreading the TVCs on the web after theirTV debut, Audi pushed for our clip to hit the airwaves after seeing its success on the social web.In addition the campaign was immensely successful with our target audience. Fan growth doubled increasing our fan base by another 17%. Online and offline media picked up our passionate campaign boosting the total reach to over 44,000,000 media impressions worth nearly a million in spendings.
Execution
Facebook is a difficult place to get everyone’s attention, especially as a brand page competing for a slot in our fan’s social stream. That’s why we set up an elaborate social media campaign around the stunt using all of our owned channel on Facebook, Google+, Twitter and YouTube. Using a few not too revealing photos from the film set and an interview with our driver Dindo Capello we teased the campaign before hand. So on the day of the 500,000 our fans new to beprepared.We kept the campaign going and the momentum up by providing some behind the scenes footage and interviews. Once we reached 600,000 fans we picked up on the campaign again by giving away the social artifacts produced with the tires from the stunt to our fans. This too was campaigned across the social web and on YouTube via a making-of.