Volkswagen Outdoor LANE ASSIST BOWLING by Exxtra Switzerland, Y&R Geneva

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Switzerland
Agency Exxtra Switzerland
Agency Y&R Geneva
Executive Creative Director Daniel Bieri
Art Director Sandro Kümin
Copywriter Dieter Boller, Kevin Bloch
Account Supervisor Susan Baumgartner
Typographer Vincent Schaublin
Released January 2012

Credits & Description

Category: Digital Outdoor
Product/Service: AUDI
Agency: ADVICO Y&R
Chief Creative Officer: Markus Gut
Executive Creative Director: Daniel Bieri
Copywriter: Dieter Boller/Kevin Bloch
Art Director: Sandro Kümin
Typographer: Vincent Schaublin
Account Supervisor: Susan Baumgartner
Account Manager: Rémy Müller
Account Manager: Rémy Müller

Ambient Execution Description
The lane departure warning system, Audi active lane assist, helps the driver to avoid veering off the road unintentionally. How can the benefits of this safety measure be demonstrated and be experienced in a surprising way?
Keeping the lane with a car is not unlike a bowling game situation. Audi re-programmed the computers of several bowling centers. Whenever the bowling ball drifted in the direction of the gutter, the Audi active lane assist was advertised on the score screen. At the same time, «bumpers» (originally intended to aid kids and beginners) appeared for a brief moment.
Audi advertised the active lane assist in the most frequented bowling alleys of Switzerland. In Zurich, Geneva, Bern, and Basel, all bowling computers had been re-programmed to react dynamically to the game. The cost-effective idea reached target audience of around 150’000 – directly and in an engaging manner. During the campaign, local Audi dealers were increasingly confronted by clients asking about the Audi active lane assist technology.