Audi DM CHOOSE YOUR SKY by Fred & Farid Paris

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CHOOSE YOUR SKY

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Industry Cars
Media Direct marketing
Market France
Agency Fred & Farid Paris
Creative Director Farid Mokart, Fred Oliveira
Account Supervisor Daniel Dormeyer
Released March 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: AUDI
Product/Service: AUTOMOBILE
Agency: FRED & FARID PARIS
Date of First Appearance: Mar 16 2011
Entrant Company: FRED & FARID PARIS, FRANCE
Entry URL: http://www.audi.fr/fr/brand/fr/gamme/choisissez_votre_ciel.html
Creative Director: Fred & Farid (Fred & Farid)
Art Directors: Feng Huang/Thomas Guilhot/Camille Guth (Fred & Farid)
Account Supervisor: Daniel Dormeyer (Fred & Farid)
Advertiser's Supervisor: Bruno Gisquet/Mark Andrea Brinkmann/David Dargaud (Audi)
Account Manager: Eudes Jover/François Xavier de Sèze (Fred & Farid)
Planner: Pascal Crifo (Fred & Farid)
Media placement: Trends - Magazine - 31/03/2011
Media placement: Trends Tendances - Magazine - 31/03/2011
Media placement: DSM - Magazine - 02/04/2011
Media placement: Le Soir - Newspaper - 02/04/2011
Media placement: Knack - Magazine - 30/03/2011
Media placement: L'express - Magazine - 01/04/2011
Media placement: L'Echo - Newspaper - 25/03/2011

Describe the brief/objective of the direct campaign.
The objective of the campaign was to promote the Audi cabriolet range by conveying their everyday-usability.
New customers had to be gained with an emotional tonality and a clear focus on open-top driving and freedom in order to trigger test drives and generate POS traffic.

The strategy was to emphasize the sky. Indeed whatever the weather and the season, all the skies are beautiful when driving an Audi cabriolet thanks to Audi’s cutting-edge engine technology and latest soft-top innovations. You are free to choose your sky.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The mailing got conceived like a real colour matching system as usually used in the specification of colours in the art and industrial sectors. Indeed driving an Audi cabriolet stimulates and heightens the senses. Every sensation is so subtle and specific that it can be compared to the variances in a colour matching system. Weather conditions get represented by different kinds of skies that become standardised experiences, depicted and denominated like the well-known colour swatches and their large number of varying tints. The front side outlines each Audi Cabriolet, the back side invites people to just choose their sky.

Explain why the creative execution was relevant to the product or service.
To convey the everyday-usability of the Audi cabriolet range we avoided shooting a driving cabriolet with an open top in a stereotyped, sunny outdoor environment.
Like colours in a common matching system, we simply standardised all types of skies (sunny, rainy, cloudy, foggy etc.) and denominated each by an allocated reference “CAB / number / EXPERIENCE” in order to emphasized the core idea that in an Audi cabriolet every ride and every sensation becomes subtle and specific, no matter the season and the weather conditions.

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 European launch of the campaign has just started. Hence results are not yet available
But to this day, 11 countries have confirmed the adaptation of the campaign: Austria, Belgium, Denmark, Spain, Greece, Norway, Holland, Portugal, Sweden, Turkey and France.