Audi DM THE AUDI 24-HOUR ONLINE LE MANS RACE (WITH A DIFFERENCE) by Creativeland Asia

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THE AUDI 24-HOUR ONLINE LE MANS RACE (WITH A DIFFERENCE)

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Industry Cars
Media Direct marketing
Market India
Agency Creativeland Asia
Executive Creative Director Anu Joseph, Vikram Gaikwad
Creative Director Roy Menezes
Art Director Bryan Elijah, Avdhi Jain
Copywriter Sajan Raj Kurup, Vinit Bharucha, Siddhartha Menon
Released June 2011

Credits & Description

Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: AUDI INDIA
Product/Service: AUDI ULTRA
Agency: CREATIVELAND ASIA
Chief Creative Officer: Sajan Raj Kurup (Creativeland Asia)
Executive Creative Director: Vikram Gaikwad (Creativeland Asia)
Executive Creative Director: Anu Joseph (Creativeland Asia)
Creative Director: Roy Menezes (Creativeland Asia)
Chief Implementation Officer: Satya Shetty (Creativeland Asia)
Account Executive: Kiran Nandwani (Creativeland Asia)
Copywriter: Vinit Bharucha (Creativeland Asia)
Copywriter: Siddhartha Menon (Creativeland Asia)
Senior Knowledge Partner: Prince Jacob (Creativeland Asia)
Art Director: Bryan Elijah (Creativeland Asia)
Art Director: Avdhi Jain (Creativeland Asia)
Copywriter: Sajan Raj Kurup (Creativeland Asia)
Media placement: Digital - Website - 11th June 2011

Describe the brief/objective of the direct campaign.
Our task was to create a campaign that would leverage Audi’s participation at the 'The 24-hours at Le Mans 2011' and take the opportunity to increase awareness about Audi’s 'ultra lightweight technology'. Audi already enjoyed a large fanbase among Indian car enthusiasts but only a few of them were aware of the brand's success at Le Mans - mostly due to limited TV coverage. This was a great opportunity to showcase the kind of technological innovation that Audi stands for as well as convert racing enthusiasts into Audi fans.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to use the Audi Ultra lightweight technology used in its construction as the focus of our activity. We targeted the Internet and social media in particular and created a 24-hour web event that coincided perfectly with the 24 hours of Le Mans.

On the website, users saw a photo-real recreation of the Audi R18 TDI – the car competing at Le Mans. Users simply had to blow into their microphones to 'push' the Audi R18 TDI forward on the Le Mans track. Each time the car moved forward, a counter added 50metres to the total distance travelled. We wanted to cover the 6000km covered by the cars at Le Mans.

Explain why the creative execution was relevant to the product or service.
By creating a 24-hour time-bound microsite that coincided perfectly with Le Mans, we highlighted the most popular aspect of the endurance race. This created a sense of urgency and, combined with the unique method of interaction, caused much buzz across social media. When users had done their bit to help the Audi R18 TDI travel across the Le Mans track, we gave them the option to invite their friends to do the same. Motorsport fans, Audi enthusiasts and even regular internet users were fascinated by the simplicity of this activity and were more than eager to share it across their social networks.

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.
At the end of 24 hours, the car had travelled 60,190km – that’s over 10 times the distance travelled by the winning Audi R18 TDI at Le Mans.

401,263 fans had helped push the Audi to victory over just 24 hours. The largest over online mobilisation in India within a day. The website was shared, tweeted and re-tweeted over 27,100 times across various social networks. And most importantly, it helped build a brand new fanbase for Audi among motorsport enthusiasts.