Audi Tt Roadster: "FANS" Ambient Advert by Ogilvy South Africa

Type Of Entry: Use of Media
Category: Best Use of Cinema
Title: FANS
Advertiser/Client: AUDI SA
Product/Service: AUDI S5
Advertising Agency, City: OGILVY SOUTH AFRICA, Johannesburg
Country: SOUTH AFRICA
Media/Advertising Agency, City: OGILVY SOUTH AFRICA, Johannesburg
Country: SOUTH AFRICA
Credit Details:
Name
Position
Company
Gerry Human
Exec CD
Ogilvy SA
Bridget Johnson
CD
Ogilvy SA
Tsakane Mhangwani
Producer
Ogilvy SA
Debbie Dannheisser
Producer
Ogilvy SA
Mbulelo Nhlapo
CW
Ogilvy SA
Carl Willoughby
AD
Ogilvy SA
Tony Baggot
Director
Frieze Films
Sean Broude
Editor
Riot
Jo Barber
Producer
Frieze Films
Lorens Persson
Audio Engineer
Sterling Sound
Innovative Media Strategy: The unique selling point of owning and driving a roadster is best encapsulated in the EXPERIENCE of driving a powerful car through beautiful scenery with the top down, feeling the exhilaration and freedom of the wind blowing through your hair. Although South Africa's climate is ideally suited to owning a roadster, many people in our target market have not necessarily experienced this sensation for themselves and they are therefore less likely to consider a roadster when looking to buy a car. Our goal was to try and put our target market "in the Driving Seat" by tapping into their senses to create the sensation for them as realistically as possible - a virtual car Test Drive in Cinema. The objective of this campaign is to actively encourage roadster test drives amongst the target market.
Creative Execution:The onscreen visual starts as per any other car commercial. The camera moves around the car, showing off the sleek and stylish lines of the car as the car pulls off. At this point, the audience perceive the ad as just another car commercial. As the car takes off , the camera suddenly jumps to show the driver's point of view and at this precise time we activate industrial fans which blow into the audience giving them the exhilarating sensation of being in the car. We actively engage their senses of sight, sound and feel. On leaving the cinema, consumers have the opportunity to sign up for test drives of the roadster.
Target Audience:The target market is predominantly 25 -34 years old, so cinema is the ideal medium to use. Because cinema also delivers a captive audience, we have the opportunity to utilise the senses of sight, sound and feel to create a powerful and all-encompassing experiential advertising message. The "support" sell is provided by displays of the car in foyers (where possible) and the presence of local dealer sales people onsite to engage one to one with the consumer and promote test drive opportunities. This in foyer activity has the effect of reinforcing the message after the movie has ended and the patrons are leaving the cinema, thus giving our communication the benefit of both impact and frequency.
Effectiveness:The campaign has only recently launched, as it was devised to support Winter sales drop-off of open cars. No numbers exist yet, but anecdotal evidence and feedback has been very positive, and dealers feel the awareness generated and positve response justifies ongoing support and involvement in the project.