Brief Explanation

Japanese public bath is called "Sento" in Japan. Sento symbolizes the good-old Japanese culture. Sentos usually have a large wall-painting of Mt. Fuji called "Sento-e". However, the number of bathhouses has decreased nowadays, and there are only three wall-painters left in Japan today. Audi, needs to boost its brand presence in Japan, created a Japanese Public Bath Art of the Audi R8 Spyder to reach out to more people who are not Audi fans yet, at the timing of achieving 200,000 Facebook fans.

Results and Effectiveness

Audi Japan successfully generated massive viral, and result was significantly good. Total video views: 368,504 Twitter follow and retweet campaign result: 12,600 new followers, 19,241 retweets (highest retweet record in history of automotive industry in Japan.).

Creative Execution

On Facebook, in order to obtain maximum reach, utilized two FB ads, one Promoted Post Ad for Audi fans and one Page Post Ad for targeted segments. As a result, achieved over 130,000 video views. On Twitter, utilized the Promoted Video Ad by promoting the Original prize, Audi Original Japanese Style Bathing Pail. Twitter users are asked to follow @AudiJapan and retweet the promoted tweet to win the prize. As a result,achieved over 230,000 video views and generated 12,600 new followers.

Insights, Strategy and the Idea

<Target> To reach out to more people, 1. Audi Japan Facebook/Twitter fans: viral from Audi fans 2.Twitter users look alike Audi Japan Official Twitter followers: viral beyond Audi fans <Strategy> 1. Featured video on Facebook/Twitter celebrating the 200,000 fans. 2. Utilize Audi original prize, Japanese style bathing pail, on Twitter to boost viral and generate more new twitter followers.