The Brief

We decided to communicate using newspaper as a reliable media which can deliver our message clearly. It’s convenient for our users and effective in communicating the merits of the A3. We were certain we could have a revolutionary solution even with the most classic media of newspaper.

Creative Execution

We created a real-size newspaper insert of the Audi A3, accurate and scaled to a 1mm.Those who received the A3 insert placed it in their homes to test how it fit.In addition, we turned the print ad into an AR marker that users could scan using their smartphones and tablets.This created a real-size 3D image, so they could experience owning an A3.To create buzz, we launched a social-media campaign, challenging participants to take a picture of the A3 in the most unimaginable places with an original hashtag.

Describe the creative solution to the brief/objective.

In Japan,there are a lot of people want to purchase a high-quality Audi car but just don't have enough garage spaces for it.in this case,The Audi A3 is perfect for them.we want them to notice it.So we decided to created the Largest Newspaper Insert Advertising.Those who received the A3 insert placed it in their homes to test how it fit.By using the Newspaper,We've created a new way to approach people who doesn't visit our showroom.

Results

The campaign was covered by more than 400 media outlets and resulted in 2.7 million US dollars of PR value.On April 16th 2015, the real-size advertisement set a GUINNESS WORLD RECORDS® title for the Largest newspaper insert advertising (2.77 m²).