Audi: CUBE LAAX

Credits & Description:

Category: Best Use of Ambient Media: Large Scale

Advertiser: AMAG

Product/Service: AUDI QUATTRO

Agency: EXXTRA KOMMUNIKATION

Date of First Appearance: Dec 1 2009 12:00AM

Entrant Company: EXXTRA KOMMUNIKATION, Zürich, SWITZERLAND

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

Copywriter: Marietta Mügge (Exxtra Kommunikation/Y&R Switzerland)

Art Director: Benny Goldstein (Exxtra Kommunikation/Y&R Switzerland)

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

Photographer: Uwe Düttmann

Media placement: New Advertising Medium: A Seven Meters High Cube - Swiss Ski Area Laax - 01.12.2009



Results and Effectiveness

This new advertising medium is attracting a lot of attention in the ski area Laax.
Also, it created a huge buzz in the media: newspapers published articles and regional TV stations aired reports about the cube. 



Creative Execution

The four sides of the cube, measuring nine square metres each, show a skier in an urban surrounding carving through the streets of a city.
Due to these images the people on the slope understand the Audi quattro® feeling very quickly and easy: driving an Audi quattro® is like skiing on the road.



Insights, Strategy & the Idea

The German automobile brand Audi is known for its premium cars as well as for the quattro® drive: a milestone in car technology Audi engineers set 25 years ago. An Audi quattro® is not only a high-quality car – the permanent four-wheel drive gives the driver the ultimate driving pleasure, handling and safety in every situation.

To raise people’s awareness of the driving experience with an Audi quattro®, a completely new advertising medium was used: a seven metres-high cube, standing 2,228 meters above sea level in the middle of the famous Swiss ski area Laax – a place very popular among the target group.

The cube has the ideal position: Skier and snowboarder leaving or passing by the mid-station of the Laax cable car immediately see the cube. Right next to it there also is the meeting point of the Laax ski and snowboarding school.