Untitled Jersey City Project by Mediacom Santa Monica for Audi

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Untitled Jersey City Project

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Industry Cars
Media Film, Digital, Interactive & Mobile
Market United States
Agency Mediacom Santa Monica
Director Daniel Minhan
Producer Caroline Kaplan, Tim Perell, Caroline Baron
Released August 2011

Awards

One Show 2012
One Show Entertainment Online Branded Entertainment / Short-form Merit

Credits & Description

Category: Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand
Advertiser: AUDI
Product/Service: AUDI A6
Agency: MEDIACOM
Executive Producer/Managing Director: Adam Pincus (Mediacom)
Executive Producer: Benny Lawrence (Audi)
Writer: Peter Mattei
Director: Daniel Minhan
Managing Partner: Kristin Goodloe (Mediacom)
Partner/Digital Director: Amy Auerbach (Mediacom)
Managing Partner/National Broadcast: Marc Wallen (Mediacom)
Partner/National Broadcast: Brian Keller (Mediacom)
Account Director: Joe Quattrone (m80)
Producer: Caroline Kaplan
Producer: Tim Perell
Producer: Caroline Baron
Media placement: Mini-Episodes - FX Sunday Night Movie - 25 September 2011
Media placement: Trailer - Primetime Emmy Awards - 18 September 2011
Media placement: Trailer - Cinemas - 16 September 2011
Media placement: Webisodes - FX.com - 15 September 2011

Campaign Description
Branded entertainment continues to grow in the United States. Most marketers find it easiest to integrate their product or brand into existing TV shows.
However, these product integrations are often poorly executed. The brand placement is too blatant and disrupts the show. Viewers are left rolling their eyes.
Audi wanted to use television to launch its new A6 model and boost brand desire in an innovative way, but a typical integration wasn’t the answer. The brand’s target consumers are especially cynical about product placements.
Instead, Audi consumers are sophisticated, smart and tech-savvy. They’re plugged into pop culture and are progressive. To reach the Audi consumers, we had to entertain first, and advertise second.
More than ever, automobile marketers love to integrate their cars into the hottest TV shows. But we needed to stand out from the competition and reach consumers when and where they were most receptive. We had to be innovative.
We integrated the Audi A6 into a hot new show on the cable channel FX.
The twist? The show didn’t exist, yet.

Effectiveness
The new Audi A6 is in a product category that’s a sea of sameness: perfectly nice, well-built, 4-door luxury cars. To stand out, we had to announce the car’s arrival in a fresh, compelling way.
The content had to be dynamic, flashy, interactive - and above all - provocative. If it’s not pushing boundaries, then it’s not getting noticed.
We partnered with cable channel FX, a favourite television destination for our affluent target consumer. These viewers from high-income households gravitated towards FX’s edgy, quality programming, which also aligned with Audi’s brand image.
Next, we produced ‘Untitled Jersey City Project’, a series of 8 2-minute episodes designed to feel like fragments of an FX drama.
Our central character was a young architect who gets involved with a shady construction project in the notoriously corrupt Jersey City, just across the river from Manhattan. He embodied Audi’s brand pillars - sporty, sophisticated and progressive.
He also drove the Audi A6. While our goal was to integrate Audi in a totally organic way, we were still able to keep the car a central player throughout the story.
Each action-packed episode acted as a fragment of a larger story, with many of the story threads left unresolved to keep viewers begging for more.
We teased consumers about Untitled Jersey City Project through our trailers and social media. Viewers were intrigued and anticipation mounted. The episodes finally aired during FX’s Sunday Night Movie franchise.
We made sure to keep the conversation going through social activity, and all promotions and episodes drove viewers to our official Untitled Jersey City Project website, an interactive hub that continued the story.

Implementation
We generated interest for our show – ‘Untitled Jersey City Project’ - through teasers that premiered during television’s biggest night: the Primetime Emmy Awards.
We simultaneously launched a series of trailers in cinemas. These trailers were both branded and unbranded, strategically sequenced to build intrigue.
Our mini-episodes premiered during FX’s Sunday Night Movie franchise over 4 weeks.
Meanwhile, we strategically inserted ‘Untitled Jersey City Project’ into social media conversation with sponsored tweets and blog posts.
All promotions and episodes led to an official website, where viewers could find additional content and submit their own titles and storylines for the show.

Outcome
Untitled Jersey City Project drove unprecedented consumer engagement, with search volume spiking on nights when the episodes aired. The episodes themselves rated 17% higher than the average commercial rating for FX’s Sunday Night Movies.
Within the social space, 97% of the conversation around the series mentioned Audi, indicating that viewers recognised and associated the Audi A6 as the force behind the platform.
Key syndication outlets drove over 5m total views of the series, and consumers sharing the content with friends generated about half of the views organically.
The buzz around the series has been terrific, with 62m PR impressions garnered and a recent win for best creative at the Creative Media Awards.
Moreover, the star of the show - the Audi A6 - received the highest recognition of all: a 51% year-over-year sales increase during the campaign time.