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: Offline Digital Design
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
CE: Pablo Sanchez (DDB Spain)
Media placement: Mailing - Personal Street Address - 10th March 2012

Describe the brief from the client
Publicise Audi Parking System technology and its benefits.

Describe the challenges and key objectives
The objective was to show in a novel and interactive way the benefits of Audi Parking System technology, which helps the driver of a vehicle find the best place to park, in digital publications for tablets.

Describe how you arrived at the final design
We used a simple figure reminiscent of the children's game ‘fit the piece’. Using the built-in gyroscope in the tablets, the user was able to play and interact simply and intuitively, solving the message through the experience.

Give some indication of how successful the outcome was in the market
- Average time spent: 38 seconds
- 2.6m impressions with more than 66,000 users that interact with the advertisement (1.35%)
- The Audi campaign surpassed traffic generation expectations to the point of sale by 15%.
- Vehicle test requests were 10% more than forecast.