|Title||AUDI A8L 3D EXPERIENCE|
|Product / Service||AUDI A8|
|Entrant||CREATIVELAND ASIA Mumbai , INDIA|
|Entrant Company:||CREATIVELAND ASIA Mumbai, INDIA|
|DM/Advertising Agency:||CREATIVELAND ASIA Mumbai, INDIA|
|Sajan Raj Kurup||Creativeland Asia||Chief Creative Officer|
|Vikram Gaikwad||Creativeland Asia||Executive Creative Director|
|Anu Joseph||Creativeland Asia||Executive Creative Director|
|Sajan Raj Kurup||Creativeland Asia||Copywriter|
|Anu Joseph||Creativeland Asia||Copywriter|
|Vinit Bharucha||Creativeland Asia||Copywriter|
|Siddhartha Menon||Creativeland Asia||Copywriter|
|Bryan Elijah||Creativeland Asia||Art Director|
|Kiran Nandwani||Creativeland Asia||Account Producer|
|Aditya Subramaniam||Creativeland Asia||Account Supervisor|
Objective: The objective of the campaign was to launch the new Audi A8L and get potential customers to experience the backseat of the most luxurious long-wheel base sedan Audi has ever built. The challenge was getting customers to experience the A8L without actually putting them in the car. Strategy: The best solution would have been to go to all our potential customers one by one and get them to sit in the car and experience it. Since that wasn't practical, we had to think of the second best way to get potential customers to experience the car without having to step into it.
Our direct mailer included Audi branded 3D glasses and a full 3D car brochure. Every aspect was created using cutting edge technology. Whether it was using both anaglyphic and polarization 3D technologies, creating interactive 3D apps for the iPad, iPhone and Android devices, or the actual shooting of our 3D film, we pushed the boundaries of technology. The brand being Audi, whose philosophy 'Vorsprung durch Technik' translates to 'Progress through technology', we established a strong link between our campaign and our brand promise. At the end of the day, the campaign used technology innovation to convey its message in the same way Audi and the A8 L does to create the ultimate automobile.
We created the world's first fully integrated 3D campaign, led by our specially crafted direct mailer. We hand delivered an 'Audi 3D Starter Kit' to our potential customers. Inside was a 3D car brochure. And when looked at through Audi branded 3D glasses we sent along with it, the car would leap out of each page of the brochure. We directed our audience to the full 3D website created for the car with the promise of an even more immersive, exclusive experience awaiting them online. We also created multi-platform apps, which extended the web experience and even enabled customers to schedule test-drives and book a car.
More than 50,000 people took part in 'Win-an-Audi 3D Starter Kit' contests on Facebook. 50% of yearly sales target achieved in the first month of the launch. Flood of test-drive requests. More than $950,000 worth of PR generated in 1 month. FWA rated it as one of the top websites