AUDI FAN MESSENGER by Kempertrautmann Hamburg for Audi

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AUDI FAN MESSENGER

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Industry Cars, Sport Cars
Media Direct marketing, Case study
Market Germany
Agency Kempertrautmann Hamburg
Creative Director Martin Poggenclaas
Art Director Marcell Francke
Copywriter Heiko Freyland
Client Service Director Sebastian Plagge
Released June 2012

Awards

Cannes Lions 2012
Direct Lions Retention Bronze

Credits & Description

Type of entry: Strategy
Category: Retention
Advertiser: AUDI
Product/Service: AUDI MOTORSPORT / R8 LMS
Agency: KEMPERTRAUTMANN Hamburg, GERMANY
Advertiser AUDI
Product AUDI MOTORSPORT / R8 LMS
Entrant KEMPERTRAUTMANN Hamburg, GERMANY
Type of Entry: Strategy
Category: Retention
Title: AUDI FAN MESSENGER
Advertiser/Client: AUDI
Product/Service: AUDI MOTORSPORT / R8 LMS
Entrant Company: KEMPERTRAUTMANN Hamburg, GERMANY
DM/Advertising Agency: KEMPERTRAUTMANN Hamburg, GERMANY

Typography: Martin Poggenclaas (Kempertrautmann)
Typography: Alexander Weber (Kempertrautmann)
Account Manager: Michael Trautmann (Kempertrautmann)
Account Manager: Andrea Bison (Kempertrautmann)
Creative Director: Heiko Freyland (Kempertrautmann)
Account Manager: Niklas Kruchten (Kempertrautmann)
Creative Director: Marcell Francke (Kempertrautmann)
Account Manager: Elisabeth Einhaus (Kempertrautmann)
Creative Director: Martin Poggenclaas (Kempertrautmann)
Client Service Director: Sebastian Plagge (Neue Digitale / Razorfish)
Art Director: Marcell Francke (Kempertrautmann)
Account Manager: Aileen Poller (Neue Digitale / Razorfish)
Technical Director: Martin Poggenclaas (Kempertrautmann)
Technical Project Manager: Sebastian Frick (Neue Digitale / Razorfish)
Technical Director: Alexander Weber (Kempertrautmann)
Copywriter: Heiko Freyland (Kempertrautmann)
Flash Developer: Falko Behr (Neue Digitale / Razorfish)

Describe the brief from the client
Racing is everything, but nothing without fans. How can Audi once again demonstrate 'Vorsprung durch Technik' and, while doing so, encourage their fans to share real passion for motor racing?



Creative Execution


Audi engaged motorsport fans around the world by once again demonstrating its brand core value, Vorsprung durch Technik: an LED and a control unit use a phenomenon called 'persistence of vision' to write fan messages of pure light in the air that can only be seen on long-exposure photos.




Describe the creative solution to the brief/objective.



The Audi Fan Messenger: an LED device installed in an Audi R8 LMS to write fan messages in the air. Collected using an app on various Facebook fan pages, the messages were spread at one of the world’s most famous racing events: The 24 Hours Nürburgring. During the night phase of the race the messages were captured on long-exposure photos and published in an online Audi gallery so fans could share them with their friends.




Describe the results in as much detail as possible.



Over 250,000 fans attended the race, and millions of people in 190 countries saw it live on TV. During the campaign, Audi’s number of Facebook fans grew by 12%, traffic almost doubled and the participation rate within the fan community was above 15%.