Audi DM, Case study RUSSIA. LAND OF QUATTRO. by thjnk Hamburg

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Industry Cars, SUV & Four Wheel Drive
Media Direct marketing, Case study
Market Russia
Agency thjnk Hamburg
Executive Creative Director Bert Peulecke
Art Director Christian Peters, Mathias Walter, Sebastian Schmidt
Copywriter Stefan Schulte, Siyamak Seyedasgari
Producer Ilya Medovy, Kirsten Sohrauer
Account Supervisor Hendrik Heine
Editor Eric Birnbaum
Released December 2012

Credits & Description

Advertiser: AUDI RUSSIA
Agency: THJNK
Category: Acquisitions
Advertising campaign: RUSSIA. LAND OF QUATTRO.
Chief Creative Officer: Armin Jochum (Thjnk Hamburg)
Editor: Eric Birnbaum (Trigger Happy Productions)
Sound Designer: Lukas Walter (Hesse Studios)
Art Director: Sebastian Schmidt (Thjnk Berlin)
Copywriter: Siyamak Seyedasgari (Thjnk Berlin)
Agency Producer: Susa Ehlers (Thjnk Berlin)
Creative Director: Stefan Schulte (Thjnk Berlin)
Executive Creative Director: Stefan Schulte (Thjnk Berlin)
Executive Producer: Stephan Vens (Trigger Happy Productions)
Producer: Ilya Medovy (Trigger Happy Productions)
Cameraman: Kevin Klein (Trigger Happy Productions)
Producer: Kirsten Sohrauer (Trigger Happy Productions)
Director/Cameraman: Ralf Schmerberg (Trigger Happy Productions)
Executive Creative Director: Bert Peulecke (Thjnk Berlin)
Art Director: Christian Peters (Thjnk Berlin)
Account Supervisor: Hendrik Heine (Thjnk Berlin)
Art Director: Mathias Walter (Thjnk Berlin)
Account Manager: Nicole Bierwolf (Thjnk Berlin)
Copywriter: Stefan Schulte (Thjnk Berlin)
Client Brief Or Objective
The primary goal was to acquire customers for the Audi brand as well as motivate the existing client base to switch over to models with the quattro drive system. Russia’s roads are a tough proposition, both in the cities and further afield. That’s why we wanted to raise public awareness about how Audi features one of the most innovative four-wheel-drive systems available for cars.
In terms of surface area, Russia is the world’s largest country and features all terrain types. From polar deserts and steppes to subtropical vegetation, Russia has it all. Even the cities pose a challenge for cars: a dream come true for any Audi quattro driver. That’s because in no other country can the Audi maximise the potential of its drive system better than here – which is why we declared Russia the “Land of quattro”. And, in line with this slogan, we developed a campaign that got people interested in quattro and awakened their sense of national pride for their diverse country.
The creative idea arose from the product itself and has proven its relevance. We didn’t just show people what the quattro drive system is capable of, but also why it’s particularly useful in Russia. The idea underscores Audi’s goal, namely to prove, time and again, that its technology is way ahead – in a genuine and comprehensible manner.
Sales of Audi models increased by 44% compared with the previous year. 67% of them with quattro. The campaign underscored the performance and relevance of quattro across all channels. It appealed to people’s sense of national pride and awakened their desire to discover their homeland. As a result, the campaign didn’t just increase market share in the four-wheel-drive segment, but also won people’s hearts. Land of quattro also received much international attention. This led to the concept being picked up by countries such as Canada, Germany, Austria, Switzerland, Italy and Japan, with many more to follow.