Cannes Lions

AUDI A3

MEDIACOM, Dusseldorf / VOLKSWAGEN / 2004

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Overview

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Credits

Overview

Execution

The creative execution makes the Audi A3 the star of a movie. Media picked this message up by using a star concept, giving the brand publicity and distinctiveness. Publicity was generated by placing streaming ads on all important Internet sites with cinema content, as if it were a real Hollywood movie. Distinctiveness was achieved by exclusively airing the full six-minute version in full-screen size on the Internet, clearly showing Audi’s appreciation of the Internet community.

Outcome

Media efficiency was excellent as airing the sixnute version exclusively on the Internet and treating it like a movie generated strongest word-of-mouth. Therefore, a tremendous increase of visits (+ 140%) on www.audi.de was achieved, meaning almost 2/3 of the target group intentionally watched the film on the Internet.

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