Cannes Lions

AUDI A4

BARTLE BOGLE HEGARTY, London / AUDI / 2001

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The Kangeroo superstitial was developed as part of a cross-media launch for Audi's new A4. It utilises static graphical elements from the print work and injects them with digial life and movement, thus providing an excellent degree of synergy for those users who have seen the print and pure intrigue for those who haven't. In the digital environment we really wanted to tease our target (ABC1 Men) about the look of this updated version of the car. There are several reasons for this; firstly we had prepared a fully fledged microsite function and we felt that this would be the most powerful and approriate way to display the vehicle. Secondly Macromedia's Flash isn't built for manipulating large, detailed photographs. So this approach fitted well with the technology. Finally, we wanted to ride on the overall hype surrounding the look of the car. In the right context, teasing can generate lots of clicks!! Over the month of February (when the whole campaign ran), site traffic increased to 197,000 visitors. This was quite remarkable compared to February of 2000. During that month the site saw 66 000 visitors.

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