Audi Design & Branding 24 / AUDI AT LE MANS by BBH London

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Industry Cars
Media Design & Branding
Market United Kingdom
Agency BBH London
Creative Director Michael Jacovides
Released July 2011

Credits & Description

Category: Books
Advertiser: AUDI
Product/Service: AUDI
Creative Director: Michael Jacovides (BBH)
Head Of Art: Mark Reddy (BBH)
Rich Kennedy: Designer (BBH)
Greg White: Photographer (Webber Represents)
Content Director: Matthew Kershaw (BBH)
Media placement: book - 100 mailing sent to VVIP Audi members, 900 mailings sent to VIP Audi members - 1 july 2011

Describe the brief from the client
By the start of 2011, Audi had experienced unparalleled success in the Le Mans 24 Hour race, winning 8 races in 10 years.

This level of success left a completely open field which no other automotive brand could claim.

The brief from Audi was how could we use this success at Le Mans, to further reinforce and build Audi’s ‘sporty and progressive’ brand perceptions.

They wanted to reach Audi VIPs, key stakeholders as well as the wider Audi-buying and considering audience.

Describe the challenges and key objectives
The challenge was to avoid the clichés of motor racing. Communications could not be about the heritage of Audi at Le Mans, the surface glamour, or the cult of the racing driver.
Instead, it needed to focus on Audi’s approach to winning which is to identify and prepare for every possible factor that can influence the outcome of the race.
This rigorous preparation required the telling of a myriad of immersive stories – not well suited to conventional advertising media.

Describe how you arrived at the final design
Despite the rise of digital, high-quality print remains the lingua franca of prestige brands.

Our solution was to create a premium, limited-edition book which beautifully brought to life 24 stories of how Audi prepared for the race.

‘24’ is designed in the same way that Audi approach Le Mans: linear and with purpose. The book is large format to best display photography which focuses on their detailed approach. The choice of materials was functional and never gimmicky.

The content was also distributed in The Sunday Times, both as a large-format supplement and their first 3rd-party iPad supplement.

Give some indication of how successful the outcome was in the market
The book was part of a wider campaign which included a 3D TVC, print ads, showroom materials and social media, so it is impossible to show the results of the book in isolation to the wider campaign. However we saw an immediate uplift in ‘serious consideration’ of 17%. Our Net Promoter Score also increased by 17%. (Source: Millward Brown)
One blogger has said “’24′ will undoubtedly become a highly collectable work” and indeed copies have been trading online for upwards of £100 a book.