Audi: AUDI FAN MESSENGER

Credits & Description:

Category: Cars & Automotive Services

Advertiser: AUDI

Product/Service: AUDI MOTORSPORT / R8 LMS

Agency: KEMPERTRAUTMANN

Creative Director: Heiko Freyland (Kempertrautmann)

Creative Director: Marcell Francke (Kempertrautmann)

Creative Director: Martin Poggenclaas (Kempertrautmann)

Art Director: Marcell Francke (Kempertrautmann)

Technical Director: Martin Poggenclaas (Kempertrautmann)

Technical Director: Alexander Weber

Copywriter: Heiko Freyland (Kempertrautmann)

Typography: Martin Poggenclaas (Kempertrautmann)

Typography: Alexander Weber

Account Manager: Michael Trautmann (Kempertrautmann)

Account Manager: Andrea Bison (Kempertrautmann)

Account Manager: Niklas Kruchten (Kempertrautmann)

Account Manager: Elisabeth Einhaus (Kempertrautmann)

Client Service Director: Sebastian Plagge (Neue Digitale / Razorfish)

Account Manager: Aileen Poller (Neue Digitale / Razorfish)

Technical Project Manager: Sebastian Frick (Neue Digitale / Razorfish)

Flash Developer: Falko Behr (Neue Digitale / Razorfish)

Media placement: Online - Www.facebook.com/AudiSport, Www.facebook.com/AudiDE, Www.audi.de - 4 June 2011

Media placement: Life-Event - Motorsport Event: The 24 Hours Nürburgring - 11 June 2011

Media placement: Online - Http://goo.gl/0QXeY - 12 June 2011



Describe the objective of the promotion.

Racing is everything, but nothing without fans. How can Audi once again demonstrate Vorsprung durch Technik and, while doing so, encourage their fans to share real passion for motor racing?



Describe how the promotion developed from concept to implementation.

The Audi Fan Messenger: an LED device installed in an Audi R8 LMS to write fan messages in the air. Collected using an app on various Facebook fan pages, the messages were spread at one of the world’s most famous racing events: The 24 Hour Nürburgring. During the night phase of the race the messages were captured on long-exposure photos and published in an online Audi gallery so fans could share them with their friends.



Explain why the method of promotion was most relevant to the product or service.

Audi engaged motor-sport fans around the world by once again demonstrating its brand core value Vorsprung durch Technik: an LED and a control unit use a phenomenon called 'persistence of vision' to write fan messages of pure light in the air that can only be seen on long-exposure photos.



Describe the success of the promotion with both client and consumer including some quantifiable results.

Over 250,000 fans attended the race, and millions of people in 190 countries saw it live on TV. During the campaign, Audi’s number of Facebook fans grew by 12%, traffic almost doubled and the participation rate within the fan community was above 15%.