Category: Best Use of Ambient Media: Small Scale
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: Daniel Bieri (Futurecom Interactive (Y&R Group Switzerland))
Copywriter: Dieter Boller (Futurecom Interactive (Y&R Group Switzerland))
Copywriter: Kevin Bloch (Futurecom Interactive (Y&R Group Switzerland))
Art Director: Sandro Kümin (Futurecom Interactive (Y&R Group Switzerland))
Typographer: Vincent Schaublin (Futurecom Interactive (Y&R Group Switzerland))
Managing Director: Susan Baumgartner (Exxtra Kommunikation (Y&R Group Switzerland))
Account Director: Rémy Müller (Exxtra Kommunikation (Y&R Group Switzerland))
Media placement: «bumpers» - Bowling center - 01.12.2011
Insights, Strategy & the Idea
The lane departure warning system, Audi active lane assist, helps the driver to avoid veering off the road unintentionally. How can the benefits of this safety measure be demonstrated and be experienced in a surprising way?
The Idea: Keeping the lane with a car is not unlike a bowling game situation.
Creative Execution
Audi re-programmed the computers of several bowling centres. Whenever the bowling ball drifted in the direction of the gutter, the Audi active lane assist was advertised on the score screen. At the same time, 'bumpers' (originally intended to aid kids and beginners) appeared for a brief moment.
Results and Effectiveness
Audi advertised the active lane assist in the most frequented bowling alleys of Switzerland. In Zurich, Geneva, Bern, and Basel, all bowling computers had been re-programmed to react dynamically to the game. This cost-effective idea reached a target audience of around 150,000 people – in a direct and engaging manner. Local Audi dealers were increasingly confronted by clients asking about the Audi active lane assist technology.