Audi: QUATTRO

Credits & Description:

Category: Cars & Automotive Services

Advertiser: AMAG AUTOMOBIL

Product/Service: CARS

Agency: ADVICO Y&R

Agency: EXXTRA KOMMUNIKATION

Date of First Appearance: Oct 15 2010

Entrant Company: ADVICO Y&R, Zürich, SWITZERLAND

Chief Creative Officer: 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)

Media placement: Guerilla posters - Zürich and Bern, near Audi dealers. - 15.10.2010



Insights, Strategy & the Idea

In fall, when roads are wet and slippery, the AUDI QUATTRO is especially well suited. The advantages of its 4-wheel drive system should be communicated in a cost effective manner.

Guerilla posters featured four short strips of especially adhesive tape, analogous to the four-wheel drive of the AUDI QUATTRO. Affixed to them were different surfaces (stone, glass, wood, etc.), illustrating the extraordinary grip an AUDI QUATTRO has on virtually any surface.



Creative Execution

The posters were installed near AUDI dealers as well as in locations such as bars, restaurants and clubs where the target audience gathers.



Results and Effectiveness

Test drives for AUDI QUATTRO increased significantly.