THE MARK OF THE CLASSIC by DDB Madrid for Audi

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THE MARK OF THE CLASSIC

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Industry Cars
Media Promo & PR, Case study
Market Spain
Agency DDB Madrid
Director Blai Graell
Executive Creative Director Fernando Barbella
Creative Director Alejandro Arriagada, Jaume Badia Art Directors
Art Director Silvia Cutillas
Producer Maria Guerin
Photographer Joan Gamper, Tjuana
Account Supervisor Cristina Cano
Released December 2011

Credits & Description

Category: Automotive and Transport
Advertiser: VAESA / AUDI
Product/Service: REAL MADRID-FCBARCELONA SPONSORSHIP
Agency: DDB SPAIN
Chief Creative Officer: Jose Mª Roca De Viñals (DDB Spain)
Executive Creative Director: Fernando Barbella (DDB Spain)
Creative Director: Alejandro Arriagada (DDB Spain)
Creative Director: Jaume Badia (DDB Spain)
Copywritter: Javier Nuñez (DDB Spain)
Art Director: Silvia Cutillas (DDB Spain)
Account Supervisor: Cristina Cano (DDB Spain)
Account Manager: Luca Dell'oro (DDB Spain)
Photographer: Tjuana/Joan Gamper
Ilustrator: Joan Gamper
Producer: Maria Guerin (Monkey Films)
Director: Blai Graell (Monkey Films)
Agency Producer: Vicky Moñino (DDB Spain)
Music: Marcel Graell
Media placement: Viral Video - Internet-Social Networks - 7th December 2011
Media placement: Print - La Vanguardia, El Periódico, Sport, Mundo Deportivo, Marca, La Razón, El País. - 7th December 2011
Media placement: TV - Catalunya TV - 7th December 2011
Media placement: Social Networks - Facebook, Youtube, Twitter - 7th December 2011

Summary of the Campaign
The Classic faces off the 2 best football teams in the world. Audi is the sponsor of both. Millions of people talk about the classic. But nobody talks about Audi. So we decided to create an action that would give them something to talk about: The mark of the classic. We customised 2 Audi A1s with the colours of the Barça and the Real Madrid football clubs and we pitted them against each other and hung it on Youtube. We moved the video through social networks. We sent it to influencers. We published in the main newspapers. The result was that blogs all over the world talked about Audi, on Twitter, on Youtube, on Facebook, on news and sports programs.

The Situation
The Classic faces off the 2 best football teams in the world. Audi is the sponsor of both. Millions of people talk about the classic. But nobody talks about Audi.

The Goal
We needed to create an action that would give them something to talk about Audi during the days of The Classic.

The Strategy
Create a spectacular action where Audi forms part of the media pack surrounding FC Barcelona and Real Madrid on The Classic match days. Promote this action in social networks, with deliveries to influencers from motorsport and sports journalism so that the action appears in papers and news bulletins; publicise the action through inserts in newspapers and TV. All designed to generate as much impact as possible and reach as many people as possible before the match.

Execution
We customised 2 Audi A1s with the colours of the Barça and the Real Madrid football clubs and we pitted them against each other and hung it on Youtube. We moved the video through social networks.

Documented Results
Millions of people talk about The Classic and the Audi. We got millions of Euros of free advertising. And the days before the match, we increased Audi’s notoriety by 200%. More than 850,000 views on youtube. 60,000 'likes'. 10,000 retweets. All together, we reached over 25m people.