A swimming contest feauturing Ian Thorpe and sponsored by audi, offered the perfect opportunity to demonstrate the benefits Audi lane assist: a lot of press attending the event and a location that was virtually virginal to being used as ad space. We took a deep dive and transformed the lanes that keep swimmers on track into ambient ads. Headline: Keeping you on track: AUDI lane assist.

Audi advertised the active lane assist in the most frequented bowling alleys of Switzerland. In Zurich, Geneva, Bern, and Basel, all bowling computers had been re-programmed to react dynamically to the game. The cost-effective idea reached target audience of around 150’000 – directly and in an engaging manner. During the campaign, local Audi dealers were increasingly confronted by clients asking about the Audi active lane assist technology.