Category: Cars & Automotive Services
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))
Typographer: Annik Weber (Advico Y&R (Y&R Group Switzerland))
Managing Director: Susan Baumgartner (Exxtra Kommunikation (Y&R Group Switzerland))
Account Director: Tom Hubli (Exxtra Kommunikation (Y&R Group Switzerland))
Typographer: Alexandra Rapeaud (Advico Y&R (Y&R Group Switzerland))
Media placement: transformed lanes that keep swimmers on track into ambient ads - deep dive - 17.02.2012
Insights, Strategy & the Idea
Audi is known for its inventiveness and the company’s advertising strategy reflects this virtue. They asked us to be just as inventive as they were when briefing a campaign for the Audi lane assist – a lane departure warning system which helps the driver to avoid veering off the road unintentionally.
A swimming contest featuring Ian Thorpe and sponsored by Audi, offered the perfect opportunity to demonstrate the benefits of Audi lane assist: a lot of press attending the event and a location that was virtually virginal to being used as ad space.
Creative Execution
We took a deep dive and transformed the lanes that keep swimmers on track into ambient ads. Headline: Keeping you on track: AUDI lane assist.
Results and Effectiveness
A lot of the press-pictures taken that day carried our message for free into newspapers and onto news-sites: Audi lane assist keeps you on track.