HYPERSPACE by ZERO for Audi

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HYPERSPACE

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Industry Cars
Media Promo & PR
Market Poland
Agency ZERO
Creative Director Przemyslaw Jasielski
Art Director Michal Woznicki
Released February 2010

Credits & Description

Category: Best New Product Launch/Re-Launch at Retail
Advertiser: AUDI
Product/Service: AUDI A8 CAR
Agency: ZERO
Date of First Appearance: Feb 25 2010 12:00AM
Entrant Company: ZERO,2 INZYNIERIA MARKI, Poznan, POLAND
Entry URL: http://www.hyperspace.pl/
Creative Director: Przemyslaw Jasielski (ZERO,2 Inzynieria Marki)
Art Director: Michal Woznicki (ZERO,2 Inzynieria Marki)
Photography: Igor Omulecki (ZERO,2 Inzynieria Marki)
Media placement: Events - Private view receptions - Major cities - 14.03.2010
Media placement: Dedicated website - Internet - 25.02.2010
Media placement: Catalogue - Gift during events - 14.03.2010
Media placement: Critical articles - Art magazines - 01.05.2010

Describe the objective of the promotion.
– Introducing the new model of the Audi A8 limousine - flagship of the Audi brand - to the polish market. – Creating a demand for the new model between as many potential buyers (business leaders, top managers, show business celebrities) as possible. – Amplifying Audi brand image, as a class of its own, as a brand offering sophisticated solutions, significantly going beyond common standards.

Describe how the promotion developed from concept to implementation
The initial concept suggested introducing the brand to the field that has not been explored before. An area of luxury, sophistication and progressiveness - the art. An internationally renowned artist was given a full creative freedom to produce series of 13 photographs inspired by the new Audi. High end finished prints together with the car were presented at 4 exclusive receptions in four major polish cities. Each guest received the copy of limited edition catalogue from the artist printed specially for this occasion. The dedicated website www.hyperspace.pl was created. The event will be followed by critic publications in art magazines.

Describe the success of the promotion with both client and consumer including some quantifiable results
Each of the private view events gathered about 100 guests from a core target group (the number of guests was limited by client) which is very high result in Poland. The project also gathered very positive reviews in the art world in Poland. Until now (in two months) 57 of the A8 were ordered. Its a extremely high result considering the fact that in whole 2009 50 pieces were ordered.

Explain why the method of promotion was most relevant to the product or service
Because the Audi A8 it the company flagship model the brand image aspect of it's promotion was particularly important. The new model embodies sportiness, progressiveness and sophistication. It's target group consist of the most demanding business leaders not interested in taking part in promotional events. It's extremely hard to conduct the event which bring high attendance. The new environment the product was presented in was a great chance to intrigue clients and focus their attention. Additionally art sponsoring gave the Audi brand the new, very positive connotations among it's most demanding clients.