Audi: SIDE ASSIST

Credits & Description:

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign

Advertiser: AMAG AUTOMOBIL UND MOTOREN

Product/Service: AUDI

Agency: EXXTRA KOMMUNIKATION

Chief Creative Officer: Markus Gut (Advico Y&R (Y&R Group Switzerland))

Executive Creative Director: Dominik Oberwiler (Advico Y&R (Y&R Group Switzerland))

Creative Director: Martin Stulz (Advico Y&R (Y&R Group Switzerland))

Copywriter: Sven Rufer (Advico Y&R (Y&R Group Switzerland))

Art Director: Lukas Wietlisbach (Advico Y&R (Y&R Group Switzerland))

Account Manager: Susan Baumgartner (Exxtra Kommunikation (Y&R Group Switzerland))

Media placement: Press, 5x - Auto Illustrierte - 16.12.2011



Describe the objective of the promotion.

AUDI developed an assistance system that helps drivers always keep enough distance between themselves and other vehicles: adaptive cruise control. The assignment was to communicate this advantage. AUDI adaptive cruise control always keeps enough distance, even in print ads.



Describe how the promotion developed from concept to implementation.

A cleverly placed small print ad demonstrates what is natural in every situation for an AUDI with adaptive cruise control: always keeping enough distance from other vehicles.



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

The print ad was placed with ample distance between it and the surrounding used car ads in various car magazines.



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

By placing one little ad, the whole double-page was turned into an ad for AUDI adaptive cruise control, reaching the target group with a minimal budget.