AUDI A7 LIVE BILLBOARD by Kempertrautmann Hamburg for Audi

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AUDI A7 LIVE BILLBOARD

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Industry Cars
Media Promo & PR
Market Germany
Agency Kempertrautmann Hamburg
Creative Director Fabian Kirner
Art Director Rilana Von Werne
Copywriter Michael Manke, Stefano Sciolti
Released December 2010

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: AUDI
Product/Service: AUDI A7
Agency: KEMPERTRAUTMANN WEST
Date of First Appearance: Dec 13 2010
Entrant Company: KEMPERTRAUTMANN WEST, Düsseldorf, GERMANY
Chief Communications Officer: Kai Röffen (kempertrautmann west)
Creative Director: Fabian Kirner (kempertrautmann west)
Art Director: Rilana von Werne (kempertrautmann west)
Account Manager: Jan Rütten (kempertrautmann west)
Account Manager: Hendrik Heine (kempertrautmann)
Art Buying: Susi Kastner-Linke (kempertrautmann)
Graphic Design: Bastian Adam (kempertrautmann)
: Oliver Kray
: (Pirates´n Paradise)
Copywriter: Michael Manke (kempertrautmann west)
Copywriter: Stefano Sciolti (kempertrautmann west)
Media placement: Live Billboard - Live Billboard - 13.12.2010

Describe the objective of the promotion.
To create a visual sensation for the AUDI A7 and to enhance the brand image of AUDI by a progressive outdoor promotion, which also leads into an increase of test drives.

Describe how the promotion developed from concept to implementation.
Excecution:
"Nothing is more liberating than a blank piece of paper. It’s the chance to create something original."
The idea was to bring this campaign slogan to life for a special promotion event. On an oversized 13.000 ft white sheet of paper, we let the new AUDI A7 emerge in an extraordinary and very fascinating way: sprayed live over 9 days, by four artists using up 200 spray-cans. Each single moment the canvas looked different. And minute by minute the automobile grew.

Explain why the method of promotion was most relevant to the product or service.
At the Munich International Airport, vis-a-vis the AUDI Forum, was the right place to let the event happen. More than 1 million people from all over the world were invited to follow the event live.
Info material about the AUDI A7 was provided to the amazed participants by info-terminals and dedicated promotion teams, and of course test drive arrangements were possible on site.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The event generated huge interest in the new AUDI A7, and of course lots of test drives. Over one million spectators from all over the world watched the event live at Munich International Airport from 13th December to 21st December. The activity was covered on the Internet and TV across Europe. Moreover the documentation was the most watched film on AUDI.TV – the brandchannel of AUDI. Shortly, the video generated more than 150,000 clicks on YouTube.