THE SHORTER, THE BETTER

TitleTHE SHORTER, THE BETTER
BrandAUDI JAPAN KK
Product / ServiceAUDI SPORT
CategoryB06. Media Relations
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
Media Placement HAKUHODO INC. Tokyo, JAPAN
PR HAKUHODO INC. Tokyo, JAPAN
Production HAKUHODO INC. Tokyo, JAPAN
Production 2 TYO INC Tokyo, JAPAN

Credits

Name Company Position
Yutaka Yokota Hakuhodo Inc. Executive Creative Director
Kazumasa Ozawa Hakuhodo Inc. Media Manager
Tomohiko Kawanishi Hakuhodo Inc. Creative Director
Tomohiko Kawanishi Hakuhodo Inc. Creative Director
Tomohiko Kawanishi Hakuhodo Inc. Creative Director
Katsuhito Tomita Hakuhodo Inc. Copywriter
Masahiko Tsuru Hakuhodo Inc. Marketing Director
Noriyuki Ozaki Hakuhodo Inc. Planner
Masato Hashimoto Hakuhodo Inc. PR Director
Kazuyuki Iwasa Hakuhodo DY media partners Media Manager
Hiroki Shimoeda Hakuhodo Inc. Planner
Yukiko Sakurai Hakuhodo Inc. Account Manager
Yutaka Suzuki Hakuhodo Inc. Account Director
Atsushi Tachikawa TYO Inc. Producer
Satoshi Sakaino TYO Inc. Producer
Sadaki Matsuda Freelance Director of Photography
Atsushi Nakamura Sunplanet Inc. Location Coordinator
Yasuo Kasama ACT Company Inc. Car Coordinator
Shigeru Takahashi Act Company Inc. Car Coordinator
Hayato Mori Blue Marble Inc. Car Coordinator
Junko Nishio VA Studio Stylist / Makeup
Shouta Hirakawa Soundroid Inc. Recording
Erika Konno TYO Inc. Director
Erika Konno TYO Inc. Director
Ai Hirata TTR-PPC Colorist
Kotaro Yamazaki TTR-PPC Online Editor
Yuji Murata TTR-PPC Mixer

The Campaign

This promotion was intended to achieve the sales target, accompanied with its unique TVC format. 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.

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. PR activities : Mainly for the Web/TV, we expose the PR on July 3rd. Then, on 4th and 5th of July, we generated buzz in SNS.

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%

The Situation

Although the characteristic of this TVC was its unique format, this was a campaign that was spread with the help of PR, making significant results.

The Strategy

Target : Male over 30 years old Approach : We aired this very unique TVC nationwide, all day for 3 days. PR planning : Because the TVC was broadcasted only for 3 days, we had placed the ad in other media beforehand. Immediately after the on-air, we revealed the PR, creating further buzz.