Audi Film, Design & Branding, Case study AUDI TEST DRIVE CUBE video2 by Philipp Und Keuntje

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AUDI TEST DRIVE CUBE video2

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Industry Cars
Media Film, Design & Branding, Case study
Market Germany
Agency Philipp Und Keuntje
Director Ole Ziesemann
Executive Creative Director Diether Kerner
Copywriter Adrienne Tonner
Photographer Daniel Wolcke
Released November 2013

Awards

Cannes Lions, 2014
DIRECT LIONS Strategy: Acquisitions SILVER
DIRECT LIONS Use of Direct Marketing: Dimensional Mailing SILVER

Credits & Description

Type of entry: Use of Direct Marketing
Category: Dimensional Mailing
Advertiser: AUDI
Product/Service: AUDI A8
Agency: PHILIPP UND KEUNTJE Hamburg, GERMANY

Client: AUDI
Product: AUDI A8
Entrant: PHILIPP UND KEUNTJE Hamburg, GERMANY
Type of Entry: Use of Direct Marketing
Category: Dimensional Mailing
Entrant Company : PHILIPP UND KEUNTJE Hamburg, GERMANY
Advertising Agency : PHILIPP UND KEUNTJE Hamburg, GERMANY
Production Company : CROSS MARKETING PRODUKTION Hamburg, GERMANY

Executive Creative Director: Diether Kerner (Philipp Und Keuntje)
Creative Director/Art Director: Simon Jasper Philipp (Philipp Und Keuntje)
Art Director/Idea: Nicolas Winkelmann (Philipp Und Keuntje)
Copywriter/Idea: Tobias Schröder (Philipp Und Keuntje)
Copywriter: Adrienne Tonner (Philipp Und Keuntje)
Technical Director: Holger Norden (Philipp Und Keuntje)
Project Manager: Tanja Heier (Philipp Und Keuntje)
Project Manager: Julia Rüsken (Philipp Und Keuntje)
Project Manager: Laura Popiol (Philipp Und Keuntje)
Agency Producer: Axel Leyck (Philipp Und Keuntje)
Art Buyer: Karen Schwarzer (Philipp Und Keuntje)
Art Buyer: Wiebke Burmeister (Philipp Und Keuntje)
Dtp Operator: Kristen Debrassine (Philipp Und Keuntje)
Retouch Artist: Decha Namphet (Philipp Und Keuntje)
Visual Effects Artist: Gero Kleist (Philipp Und Keuntje)
Photographer: Daniel Wolcke (Freelancer)
Director: Ole Ziesemann (Freelancer)
Cameraman: Peter Riis (Freelancer)
Film Production: (Markenfilm Crossing)
Technical Support: (Nerd Industries)

Describe the brief from the client:
The Audi A8 target group is hard to reach and hard to convince. The task was to draw attention to the new Audi A8 and generate test drives among this clientele.

Among the campaign recipients are owners of the predecessor Audi A8, interested individuals who eagerly requested information about new Audi models as well as customers of competitor brands in the luxury saloon market.

The campaign strategy was to activate customers immediately and cement the relationship with them by communicating the brand’s technological aspiration.

Creative Execution:
Acting on the brief, we looked for a powerful way to activate customers and get them directly to the Audi retailers. The solution for the new Audi A8 was to completely reinvent the customary drive-to-retail approach and turn the process around. The target group deserves an exclusive, exciting service, customers should decide when the car comes to them. This service establishes a personal relationship with the dealer.

We developed an innovative device that makes this possible in the communicative style of Audi. The Audi Test Drive Cube represents progressive technology and proves Vorsprung durch Technik.

Creative Solution to the Brief/Objective:
We developed the Audi Test Drive Cube, a device that brings the premiere of the new Audi A8 directly to the customer.

Audi dealers personally handed it over to selected recipients. To attain a high activation level, we designed the Cube with an original start-stop button on the top and a red LED front display. The integrated GPS and GSM module was not visible.

Activating the Cube starts the countdown and sends the geographic coordinates to Audi. After 90 minutes, the new Audi A8 is delivered right to the customer by a nearby Audi dealer for a 24-hour test drive.

Results:
The campaign strengthens customer loyality to Audi and its dealers. The brand’s image was clearly communicated to the exclusive Audi A8 target group.

This fact was quantifiable: In the first six weeks, we achieved a 100% response rate. That means every single Cube delivered generated a test drive. Almost every fifth customer who activated the Cube bought a new Audi A8, marking a conversion rate of 19%. Most of these customers directly bought exactly the Audi A8 they test drove.