On Darwin’s birthday, Audi launched carwinism.se. Here, prominent experts, from a Nobel Prize jury member in Physics to a hip-hop columnist, investigated and explained the evolution of the car from their perspective in a series of postings.Just like any species, the factors having influenced car evolution are infinite, and so are the potential media pitches.

For example: while “the parallel evolution of cars and home appliances” caught the eye of designer media, the story on “how music production evolved as listening to music while driving became popular” intrigued music press.Reversing the logic of campaign sites, carwinism.se acted as a news room and platform for promoting Audi technology and innovation. Instead of maximising traffic to our blog, we maximised traffic, publicity and involvement outside it.

This editorial approach of Carwinism made it possible to tap into the daily news flow.• What was the creative strategic solution?• Describe the different channel(s) and how they worked together to maximise the campaign

The unbiased national news agency felt obliged to report on the campaign no fewer than five times. In one single campaign Audi got in-depth coverage in diverse media like Elle Magazine, philosophy blogs, science communities, journalist blogs and even the world’s biggest SAAB fan site. This while securing publicity in traditional motor, general and business media.Reach: 15 million (objective 5 million)Over 70 articles – out of which 40 % outside motor mediaCost per contact: €0.01 (SEK 0.11)Carwinism quoted by the world’s largest SAAB fan site.Carwinism was also selected for PR project of the year by Audi Global.