AUDI AUGMENTED REALITY POSTER by Neue Digitale, Razorfish Berlin for Audi

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AUDI AUGMENTED REALITY POSTER

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Industry Cars
Media Direct marketing
Market Germany
Agency Neue Digitale
Creative Director René Lamberti, Fabian Roser
Art Director Stephanie Lang, Meike Rath, Florian Uihlein, Bartosz Elsner
Copywriter Stephan Deisenhofer
Account Supervisor Sven Wetzel
Agency Razorfish Berlin
Released December 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: AUDI
Product/Service: AUTOMOBILE
Agency: NEUE DIGITALE/RAZORFISH
Date of First Appearance: Dec 14 2010
Entrant Company: NEUE DIGITALE/RAZORFISH, Berlin, GERMANY
Entry URL: http://www.neue-digitale.de/projects/audi_arbillboard/
Managing Director: Sven Kuester (Neue Digitale / Razorfish)
Managing Director: Sascha Martini (Neue Digitale / Razorfish)
Creative Director: Fabian Roser (Neue Digitale / Razorfish)
Creative Director: René Lamberti (Neue Digitale / Razorfish)
Art Director: Stephanie Lang (Neue Digitale / Razorfish)
Art Director: Meike Rath (Neue Digitale / Razorfish)
Concept: Steffen Staeuber (Neue Digitale / Razorfish)
Copywriter: Stephan Deisenhofer (Neue Digitale / Razorfish)
Art Director: Bartosz Elsner (Neue Digitale / Razorfish)
Art Director: Florian Uihlein (Neue Digitale / Razorfish)
Interactive Designer: Jens Lembke (Neue Digitale / Razorfish)
Technical Director: Paul Schmidt (Neue Digitale / Razorfish)
Account Manager: Kristina Klein (Neue Digitale / Razorfish)
Account Manager: Antje Koenig (Neue Digitale / Razorfish)
Account Supervisor: Sven Wetzel (Neue Digitale / Razorfish)
Media placement: 18/1 - Französische Strasse And Airport Berlin - 14th December 2010

Describe the brief/objective of the direct campaign.
The development of a promotional tool intended to motivate the target group to visit an Audi dealer and to take a test drive. In doing so, the Audi brand was supposed to be presented in way that attracts attention and proves the brand promise "Leading through technology."

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The first billboard with video and build-in navigation system! All you had to do was to download an iPhone app. Using augmented reality, you could then experience the new Audi R8 Spyder with sound and animation. On top of that, the app showed the shortest route to the nearest Audi dealer.

Explain why the creative execution was relevant to the product or service.
The creative execution had to be just as innovative as the brand itself and not only say "Vorsprung durch Technik" (Leading through technology) but prove it as well.

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.
Most importantly, Vorsprung durch Technik came alive.
So far 14,367 people have downloaded the app.
More than 1,000 went to test drive a new Audi.
And we proved once again that less really is more.