Audi Ambient, Case study ICE CAR by Exxtra Switzerland

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Industry Cars
Media Ambient, Case study
Market Switzerland
Agency Exxtra Switzerland
Executive Creative Director Dominik Oberwiler
Art Director Oliver Glutz Von Blotzheim, Sarah Paul
Copywriter Patrick Bucher
Released June 2012


Eurobest 2012
Media Best Use of Special Events and Stunt/Live Advertising Gold

Credits & Description

Category: Best Localised Campaign
Product/Service: AUDI
Chief Creative Offcier: Markus Gut (Advico Y&R (Y&R Group Switzerland))
Executive Creative Director: Dominik Oberwiler (Advico Y&R (Y&R Group Switzerland))
Art Director: Oliver Glutz Von Blotzheim (Advico Y&R (Y&R Group Switzerland))
Art Director: Sarah Paul (Advico Y&R (Y&R Group Switzerland))
Copywriter: Patrick Bucher (Advico Y&R (Y&R Group Switzerland))
Managing Director: Susan Baumgartner (Exxtra Kommunikation (Y&R Group Switzerland))
Account Director: Pascal Trütsch (Advico Y&R (Y&R Group Switzerland))
Media placement: Audi car - Versoix in Switzerland - 01.02.2012

Insights, Strategy & the Idea
Thanks to Vorsprung durch Technik (“Progress through technology”) an AUDI can always be relied on – regardless of weather conditions.
Let people experience the absolute reliance an AUDI offers first-hand. So we invented the Audi Tough test. The challenge: Does the motor of 20 year old Audi still start under extreme conditions?

Creative Execution
Every winter in Versoix, Switzerland, the icy wind moves the water of the lake over the banks, covering the whole landscape with thick layers of ice. This year, our test vehicle – a twenty year old Audi Avant 80 – was also there. Audi tried to start the engine of the iced vehicle - and was successful.

Results and Effectiveness
The iced Audi became a magnet for public attention: many people came to see it. Media from all over Europe reported the Audi Tough test. RTL, the biggest TV network in Germany, was present when the vehicle’s vehicle started. About 3.2 million people saw the broadcast – and experienced what Vorsprung durch Technik (“Progress through technology”) means.