Cannes Lions

AUDI A6

CP COMUNICACION PROXIMITY - PROXIMITY WORLDWIDE, Madrid / VOLKSWAGEN / 2003

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Overview

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Overview

Description

The campaign wanted to pay homage to all those people who through time have come to stand out for their transgressional, non-conformist and innovative spirit, just like the new Audi A6. This message was transformed into the main idea of the campaign: 'Nothing stops an innovative idea'. We posed an enigma in the communication: a wooden cross made out of two pieces that the prospect would have to separate one from the other. We used the curiosity aspect that a challenge of this sort could awake as the 'bait' to achieve what we most wanted: a telephone call.

The prospect could find the solution to the enigma by calling a certain telephone number, and, of course, at the same time asking for a test drive with the vehicle. The solution symbolised not stopping, but keeping on thinking about matters until you find the solution, and – of course – finding it materialised in the form of the new Audi A6. (The cross was separated by turning it while propped up against a table and lifting the upper part).

Outcome

Investment: 45,075.9 EurosNumber of despatches: 875Redemption: 24% (197 interested) 16% of the interested (125 people) who phoned the platform did the test drive.

Conversion: 11% (17 vehicles sold)Cost per dispatch: 51.52 EurosCost per answer: 228.81 EurosCost per customer: 2,651.52 EurosThe ROI of this activity was 380.91%It is worth mentioning that the price of the Audi A6 vaires between approximately €32,000 and €62,000. (average price €50,500).

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