Audi DM THE NEXT BIG THING by Heimat Berlin

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THE NEXT BIG THING

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Industry Cars
Media Direct marketing
Market Germany
Agency Heimat Berlin
Released May 2010

Credits & Description

Category: Product Launches
Advertiser: AUDI
Product/Service: AUDI A1
Agency: HEIMAT
Date of First Appearance: May 4 2010
Entrant Company: HEIMAT, Berlin, GERMANY
Entry URL: http://www.neue-digitale.de/projects/audi_a1_thefilm/
: (HEIMAT)
Digital Agency: (Neue Digitale)
Design Agency: (Mutabor)
Production Company: (Tempomedia)
: (ACNE)
Media placement: Teaser Spots (Online/TV) - Web - March 2010
Media placement: Website - Web - March 2010
Media placement: Teaser Print / Outdoor - Printmedia/ Outdoor - April 2010
Media placement: Episode 1 Release - Web - 4 May 2010
Media placement: Start PR - Europe - April 2010

Describe the brief/objective of the direct campaign.
With the THE NEXT BIG THING Audi prepared for the European launch of the Audi A1, its first compact-class vehicle. An Audi that aimed at more than just establishing a new standard in its class – the all-time objective of all Audi models. Instead, the aim was to mark its position by demonstrating the idea of “Vorsprung durch Technik” in communications, specifically addressing young, urban and generally fashion-oriented consumers

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Through a dedicated internet presence Audi engaged in dialog with their target group at an early stage ---- PR activities and print media drew attention to the focal point of the website: the branded entertainment campaign THE NEXT BIG THING. The web series consisted of six episodes and featured style icon Justin Timberlake as the Audi A1 ambassador. It is set apart from mainstream online video concepts by using the whole range of web and social media channels to extend the narrative perspective. These were integrated into the story, not as a supplement to conventional fan management.

Explain why the creative execution was relevant to the product or service.
Applying this new concept, the format itself visualizes Audi’s Vorsprung durch Technik on the internet. Complex interactive closing shots make up more than 50 percent of the plot. The interactive format presents parts of the storyline and background information on the characters through an extensive network of links
The unique form of narrative spanning media channels was highly successful, getting people to really dive into the world of Audi A1.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The online platform recorded 185,000 registered users and 40,000 vehicles configured. Audi even had to raise production capacity by 20 percent to satisfy advance orders, which had surpassed expectations all over Europe.