Audi: 3D EXPERIENCE by Creativeland Asia for Audi

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market India
Agency Creativeland Asia
Executive Creative Director Vikram Gaikwad
Art Director Bryan Elijah
Copywriter Vinit Bharucha, Siddhartha Menon
Account Supervisor Aditya Subramaniam
Digital Creative Director Rodrigo Sobral
Released October 2010

Awards

Spikes Asia 2011
Media - Grand Prix

Credits & Description

Type of entry: Integrated Campaign
Category: Integrated Media Campaign
Advertiser: AUDI INDIA
Product/Service: AUDI A8
Agency: CREATIVELAND ASIA Mumbai, INDIA

Chief Creative Officer/Copywriter: Sajan Raj Kurup (Creativeland Asia)
Executive Creative Director: Vikram Gaikwad (Creativeland Asia)
Executive Creative Director/Copywriter: Anu Joseph (Creativeland Asia)
Copywriter: Vinit Bharucha (Creativeland Asia)
Copywriter: Siddhartha Menon (Creativeland Asia)
Art Director: Bryan Elijah (Creativeland Asia)
Account Producer: Kiran Nandwani (Creativeland Asia)
Account Supervisor: Aditya Subramaniam (Creativeland Asia)
Executive Producer: Sajiv Kurup (Crocodile Films)
Digital Creative Director: Rodrigo Sobral (The Mill)
Executive Producer: Andy Orrick (The Mill)
Creative Technologist: Tony Volpe (The Mill)
Senior Project Manager: Joel Godfrey (The Mill)
Art Director, Digital: Paul Kennerley (The Mill)

Results and Effectiveness:
More than 50,000 people took part in 'Win-an-Audi 3D Starter Kit' contests on Facebook.
50% of yearly sales target achieved in the first month of the launch.
Flood of test-drive requests.
More than $950,000 worth of PR generated in 1 month.
FWA rated it as one of the top websites.
Creative Execution:
We began by hand delivering a full 3D car brochure. With the Audi branded 3D glasses we
sent along with it, the car came alive and leapt out of each page. Through this DM we also
gave them exclusive access to the 3D microsite created for this car.

Once logged on to the 3D microsite, it would play the Audi A8L 3D film. The unique part of the
website was that the user could, at any point while the film was running, click on a feature of
the car being showcased in the film and explore it further. We also created 3D iPad, iPhone
and Android apps for the car to deliver this experience across media.
Insights, Strategy and the Idea:
Objective:
The objective of the campaign was to launch the new Audi A8L and get potential customers to
experience the backseat of the most luxurious long-wheel base sedan Audi has ever built.

Solution:
The best solution would have been to go to all our potential customers one by one and get
them to sit in the car and experience it.
Since that wasn't a practical, we had to think of the second best way to get potential
customers to experience the car and its features without having to step into it.
So we created the world's first fully integrated 3D campaign for the launch of Audi A8L.
An immersive 3D experience that straddled every possible medium and every possible
screen. Screens as small as the mobile phone to a screen as large as the Imax and
everything in between. Delivering a car experience like never before.

The Outdoor Advert titled Audi: 3D EXPERIENCE was done by Creativeland Asia advertising agency for product: Audi A8 (brand: Audi) in India. It was released in Oct 2010.