Category: Best Use of Ambient Media: Large 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: Dominik Oberwiler (Advico Y&R (Y&R Group Switzerland))
Creative Director: Martin Stulz (Advico Y&R (Y&R Group Switzerland))
Art Director: Oliver Glutz Von Blotzheim (Advico Y&R (Y&R Group Switzerland))
Typographer: Sarah Paul (Advico Y&R (Y&R Group Switzerland))
Managing Director: Susan Baumgartner (Exxtra Kommunikation (Y&R Group Switzerland))
Account Manager: Rémy Müller (Exxtra Kommunikation (Y&R Group Switzerland))
Media placement: Life-Sized, Self-Luminous Wild Animal-Figures - Sides Of Streets With Frequent Traffic, But No Lighting - 09.12.2011
Insights, Strategy & the Idea
Reduced visibility conditions on the street endanger the lives of drivers and pedestrians. Especially the accidents involving wild animals increase – in Switzerland, wild animals cause around 20,000 car accidents per year. Audi has taken on the problem and developed the Night Vision Assistant. Thanks to its infra-red camera, it makes people and animals visible in the dark.
Rather than just talk about the benefits of the AUDI Night Vision Assistant, we wanted our target group to experience them.
Creative Execution
We created life-sized, self-luminous wild animal-figures – and put them on the sides of streets with frequent traffic, but no lighting. The resolution followed on a billboard that was self-luminous as well.
Results and Effectiveness
This stunt allowed the target group to experience the benefits of the Audi Night Vision Assistant - without owning an Audi themselves. Interest in the Audi Night Vision Assistant was considerably boosted.