SHOWROOM HOME DELIVERY

TitleSHOWROOM HOME DELIVERY
BrandAUDI JAPAN
Product / ServiceAUDI A3
CategoryA07. Use of Print or Standard Outdoor in a Promotional Campaign
EntrantTOW Tokyo, JAPAN
Entrant Company TOW Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company DENTSU CREATIVE X Tokyo, JAPAN
Production Company 2 TOW Tokyo, JAPAN
Production Company 3 BLANC INC. Tokyo, JAPAN

Credits

Name Company Position
Koshi Uchiyama GT INC. Creative Director
Takahiro Tsuchiya DENTSU INC. Art Director/Planner
Yusuke Tsuchida DENTSU INC. Producer
Erina Hanzawa DENTSU INC. Account Executive/Planner
Miho Azuma DENTSU INC. Copywriter
Hidefumi Kokubo TOW CO.,LTD Producer/Planner
Yusuke Fukushima TOW CO.,LTD Producer
Hiroshi Sakurada blanc Inc. Designer
Tomoshige Takamine blanc Inc. Designer
Yoshifumi Uemi RIZING inc. CG Designer
Tatsuya Hosonuma Dentsu Creative X Inc. Producer
Hiroyuki Ohara Dentsu Creative X Inc. Producer
Jun Hasegawa Dentsu e-marketing One Inc. Producer
Yuki Takahashi Dentsu e-marketing One Inc. Producer
Yuhei Hamada acut Director
Yuji Oba Dentsu Creative X Inc. Web Director

Brief Explanation

In Japan, very few urban houses have garages large enough to park a car wider than 1.8m.Even Japanese people, who want to purchase a high-quality Audi car, tend to select smaller domestic brand cars.The Audi A3 is a premium car that’s popular in Japan, and at a width smaller than 1.8m is compact enough to accommodate the space requirements of Japanese homes.we need to find the best way to convey this message to our target audience.so we created a real-size newspaper insert of the Audi A3, accurate and scaled to a 1mm.The Largest Newspaper Insert Advertising in the World.Because we believe this is a very convenient way for our users and effective in communicating the merits of the A3.

The Brief

In Japan, very few urban houses have garages large enough to park a car wider than 1.8m. Even Japanese people, who want to purchase a high-quality Audi car, tend to select smaller domestic brand cars. The Audi A3 is a premium car that’s popular in Japan, and at a width smaller than 1.8m is compact enough to accommodate the space requirements of Japanese homes. We need to find the best way to convey this message to our target audience. We decided to communicate using newspaper as a reliable media which can deliver our message clearly.

Describe the success of the promotion with both client and consumer including some quantifiable 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).

Explain why the method of promotion was most relevant to the product or service

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.