Results and Effectiveness

About 350,000 screensavers have been downloaded, over 20 had applied for the test-driving and though SNS and personal blog they have been independently distributed. Downloaded screensavers are installed in each PCs and they have been used as communication media between the brand and consumers, and winter version of the screensavers are additionally distributed with positive responses.

Creative Execution

In order to effectively distribute “quattro® screensaver”, we came up with a place/age/keyword targeting strategy. Through main advertisement media such as naver, daum, google, and etc, we maximized the influx of targets. Also, if you download the screensaver, personal facebook will automatically upload the news saying that you have installed the screensaver. This allowed the campaign to go viral and conducted additional influx of targets.

Insights, Strategy and the Idea

Audi’s main targets are the educated and higher income group aged 25 to 50 years. They spend half of their day in front of their PC. We have created a screensaver so that the PC can be the new attractive medium to transfer brand voice of Audi to our main targets who face the PC everyday.