Audi Film, Digital START-STOP [video] by DDB Madrid

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START-STOP [video]

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Industry Cars
Media Film, Digital, Interactive & Mobile
Market Spain
Agency DDB Madrid
Executive Creative Director Fernando Barbella
Creative Director Jaume Badia Art Directors
Art Director Javier Rodriguez
Copywriter Andres Travi
Released December 2012

Credits & Description

Advertiser: VAESA
Agency: DDB SPAIN
Category: Cars & Automotive Services
Advertising campaign: START-STOP
Copywriter: Andres Travi (DDB Spain)
Technical Director: Emilio Gonzalez (DDB Spain)
Executive Creative Director: Fernando Barbella (DDB Spain)
Illustrator: Javier Rodriguez (DDB Spain)
Programmer: Rsb Artesania Digital (DDB Spain)
Chief Creative Officer: Jose Mª Roca De Viñals (DDB Spain)
Creative Director: Jaume Badia (DDB Spain)
Art Director: Javier Rodriguez (DDB Spain)
Account Director: Maria Jose Moreno (DDB Spain)
Outcome
350 downloads the first day of release.Traffic to the dealer increased 12%.Over 40 entries in post and articles in industry publications.Increase of over 120% in visits to the Audi technology hotsite.
Client Brief Or Objective
Audi wanted to reinforce the awareness of the brand where technology for efficiency is present in each of its models.
Relevancy
This application was perfect for promoting the brand’s link with energy reduction technology, as it allows the user to personally experience the main benefit of efficient technology. This principle is the same one that Audi uses to design everything related to its range of vehicles: using only what you actually use. It also incorporates a hyperlink that refers the user to a specific Audi website to publicize this and other advanced technologies of the brand
Implementation
We decided to make a simple app using the same philosophy as the Start/Stop system. The idea was to obtain phone battery savings using the same principle as the system that achieves savings in the fuel consumption and emissions of a vehicle.How does it work? Easy. The Audi Start/Stop app detects and closes open applications that are not being used at the time by the user. In this way, it saves battery and makes the phone an even more efficient tool.