São Paulo, SP, Brazil
Sergio Mugnaini; Rodrigo Almeida
Sergio Mugnaini; Felipe Lima, Arne Stach
Ana Maria Machado
Martha Pereira; Joanna Guinle; Carol Derra
Sergio Szmoisz; Felipe Gomes
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.
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.
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?
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.Jörg Bensinger, audi lead engineer
Even if it follows
the lays of motion.
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