Client: Audi
“Audi Robots”
São Paulo, SP, Brazil
AlmapBBDO

Credits:

Creative Director:
Sergio Mugnaini; Rodrigo Almeida

Art Director:
Sergio Mugnaini; Felipe Lima, Arne Stach

Copywriter:
Moacyr Netto

Programmer:
Rodrigo França

Producer:
Ana Maria Machado

Account Executive:
Martha Pereira; Joanna Guinle; Carol Derra

Client:
Sergio Szmoisz; Felipe Gomes

Creative Execution
The concept created for the release of the car was “The rebirth of the Audi A3”. In order to illustrate the we brought in two robots from Germany, which were programmed to sculpt a block of resin into a perfect replica of the new model. The robots were placed on a stand in a high-traffic area of São Paulo, and for 10 days the public watched the rebirth of the Audi A3 throught technology.

Target Audience
The media strategy was designed so consumers could watch the construction of the vehicle in real time: we installed 4 cameras in the area, and the images were broadcast throught different media.

Increase sales

Effectiveness
The value of the spontaneous media generated corresponded to 75% of the total investment.The performance of the internet communication was surprising: a traffic of 464 terabits was recorded, with 500 simultaneous hits. There has never been a live action of this magnitude.

Innovative Media Strategy
In 2006, Audi went through a difficult period: it ceased making the A3, its best-selling model, locally and began to import a new version which cost twice as much. Challenge: how to position the A3 Sportback at a higher level of quality and to justify its new price?

Integrated campaign:
Hotsite teaser with images from four cameras transmitting the robot’s work live.

Online campaign with video streaming banners. Never before done in Brazil.
Mini TV programs with daily coverage.
Online tool allowing users to create their own sculputures.
Daily ads revealed more details of the A3.
Launch hotsite showed the car part by part.

Power can feel limitless.
Even if it follows
the lays of motion.

Jörg Bensinger, audi lead engineer
Shortlist, One Show Interactive, USA, Best use of Media
Gold, New York Festivals, USA, Best use of Media
Gold, New York Festivals, USA, Ambient
Gold, Clube de Criação de São Paulo, Brazil, Integrated Campaign
Gran Prix, MMonline/MSN, Brazil, Best use of Media
Silver, MMonline/MSN, Brazil, Integrated Campaign
Silver, El Ojo Iberoamerica, Argentina, Integrated Campaign
Shortlist, Yahoo! Big Idea Chair, Brazil, Integrated Campaign