AUDI A8L 3D EXPERIENCE

ClientAUDI INDIA
ProductAUDI A8
EntrantCREATIVELAND ASIA Mumbai , INDIA
Type of EntryUse of Direct
CategoryA01. Mailings
TitleAUDI A8L 3D EXPERIENCE
Product/ServiceAUDI A8
Entrant Company:CREATIVELAND ASIA Mumbai, INDIA
DM/Advertising Agency:CREATIVELAND ASIA Mumbai, INDIA

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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

Credits

Name Company Position
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