Audi: AUDI CONVERTIBLE

Credits & Description:

Category: Cars & Automotive Services
Advertiser: AMAG AUTOMOBIL
Product/Service: CARS
Agency: ADVICO Y&R
Agency: CLEAR CHANNEL PLAKANDA
Date of First Appearance: Jul 1 2010
Entrant Company: ADVICO Y&R, Zürich, SWITZERLAND
Chief Creative Director: Markus Gut (Advico Y&R)
Copywriter: Marietta Mügge (Exxtra Kommunikation)
Art Director: Benny Goldstein (Exxtra Kommunikation)
Typographer: Sarah Paul (Exxtra Kommunikation)
Account Manager: Susan Baumgartner (Exxtra Kommunikation)
Account Supervisor: Jonathan Schipper (Exxtra Kommunikation)
Editing: (Detail)
Media placement: Revolving Poster - Zurich, Switzerland, Near Audi Sales-Outlets / Supermarkts - 20.07.2010
Insights, Strategy & the Idea
Due to their progressive technology AUDI offers a cabriolet with the fastest retraction time in its segment– only 15 seconds.
To communicate this, it was made use of a well-known advertising medium – a rotating billboard. But it was used in a new way: All three sides were booked and provided with different pictures of the car: closed, half-opened and open. The rotation time from side one to side three was set to exactly 15 seconds, the time the AUDI A5 Cabriolet takes to retract.
Creative Execution
The billboard shows the retraction of the soft-top in real time.
Results and Effectiveness
The rotating billboard created quite a buzz in the media: newspapers published articles and regional TV stations aired reports about the ad.