Audi Design & Branding GAME by DDB Madrid

GAME

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Industry Cars, Hybrid Cars, SUV & Four Wheel Drive
Media Design & Branding
Market Spain
Agency DDB Madrid
Executive Creative Director Fernando Barbella
Creative Director Alejandro Arriagada, Jaume Badia Art Directors
Art Director Fernando Alcazar
Copywriter Xavi Gimeno
Account Supervisor Cristina Cano
Illustrator Lucas Pligliacampo
Released March 2012

Credits & Description

Category: Posters
Advertiser: VAESA / AUDI
Product/Service: EASY PARK
Agency: DDB SPAIN
Chief Creative Officer: José María Roca De Viñals (DDB Spain)
Executive Creative Director: Fernando Barbella (DDB Spain)
Creative Director: Alejandro Arriagada (DDB Spain)
Creative Director: Jaume Badia (DDB Spain)
Copywriter: Xavi Gimeno (DDB Spain)
Art Director: Fernando Alcazar (DDB Spain)
Account Supervisor: Cristina Cano (DDB Spain)
Account Manager: Luca Dell'oro (DDB Spain)
Illustrator: Lucas Pligliacampo
Media placement: Mailing - Personal Street Address - 10th March 2012

Describe the brief from the client
To gather journalists and opinion leaders in the world of automobiles to try the new Audi Q5: In order to do this we have to surprise them and make them feel like driving it.

Describe the challenges and key objectives
The idea was for them to try for themselves, from home, the functioning of one of the most outstanding USP’s of the new Audi Q5: the Audi parking system, which detects the most suitable parking place and helps with parking.
For this reason, we sent them a mailing: the classic children’s game, where you have to put the pieces in the right place.
When they fit the corresponding piece in the Audi Q5, it not only fit perfectly, but with a magnet, it practically put itself in the right place alone.

Describe how you arrived at the final design
Based on the concept ‘parking is as easy as child’s play’, we created a piece with an important game component and applied the type characteristic of the simple design of children's games.

Give some indication of how successful the outcome was in the market
150 impressed. The Audi campaign surpassed expectations with a response rate of 14.5%