The Campaign

Insights: Even to the products that seem less interesting, people will pay great attention if it appears surprising and cool. Idea: Audi Sport sells its monster machine, the New R8 ($25M). R8 can accelerate 0 - 100km/h only in 3.2 seconds. Then, unprecedented in the history of Japanese TVC, we created a 3.2-seconds teaser TVC, and decided to air it for only 3 days.

Creative Execution

On July 3, 2016. We aired the first 3.2-seconds teaser TVC nationwide in Japanese history. It was broadcasted until July 5. On July 5, the Audi Sport was launched in Japan.

The TVC was exposed in more than 200 media, creating great buzz. "Audi 3.2second" was searched for more than 300,000 times. Brand Awareness : Projected Score + 7.5% Sales (Units) : Projected Number + 12.5%

Because it destroys the rules of Japanese TV media, which only airs 15/30-seconds commercials, and the advertisement has gained impact and results.

Insights, Strategy and the Idea

Target : Male over 30 years old Approach : We aired this very unique TVC nationwide, all day for 3 days.