Audi: Audi

Credits & Description:

Brand AUDI
CANDIDE THOVEX N/A, FRANCE Entrant Company
CANDIDE THOVEX N/A, FRANCE Idea Creation
THJNK Hamburg, Germany Idea Creation
THE PLANE Paris, FRANCE Production
Candide Thovex Creative Idea, CCO, Executive Creative Direction
Jasper Sanders Producer
Giovanni Perosino Audi AG Vice President of Marketing Communication
Daniel Wagner Audi AG Branded Content and Content Marketing Manager
Synopsis
The task was to create a global awareness campaign to highlight the
benefits of its legendary all-wheel drive quattro. Audi quattro gives you maximum traction
and driving fun on every surface. Thereby the aim was to bring this insight to life in a new and
entertaining way. And to make it tangible for the whole world by including local aspects.
Strategy
Audi has always had a strong connection to sports and especially winter sports. Our target
audience were fun sport fans with an affinity for social media. All views were organic – thanks to the fun character of the video and the subtle role of Audi as a brand. Our media planning involved the owned channels of Audi and Candide Thovex across Facebook, Instagram, YouTube and Twitter to reach the young target group.
Outcome
Shortly after "Ski the World" went live, it reached millions of clicks. Until today
it has been viewed over 60 million times on Facebook alone. It reached over 115.000 comments, was shared more than 838.000 times and achieved more than 700.000 likes. On YouTube it reached 2,9 million views, over 2.500 comments and almost 140 million impressions on Twitter. And the best thing about it: All interactions were organic. Instagram views reached over 420.000 and the film lead to a lively discussion about the film, the brand and the star. Almost 50 Audi markets world wide used the film and made it truly global. Hence, a global campaign for local markets was created.
Execution
Audi's aim was to stage their quattro technology in a completely new and fascinating way.
And live up to the global claim "All conditions are perfect conditions". With legendary films
and pieces of communication, the bar was set high. So they collaborated with freestyle ski
legend Candide Thovex. Developed skis that work on every surface. And went around the
world: 14 months, 30 locations, 10 countries. All this was put into a film and spread on social media.
Campaign Description
The driving experience of an Audi quattro is so precise and sharp, it can be compared
to carving on skis. But as quattro is not limited to snow – why should carving on skis be?
Together with legendary skier Candide Thovex the limits of skiing were pushed further
than snow. Specially-designed skis were produced and we went to 30 locations in 10 countries. Because as everyone knows: all conditions are perfect conditions.