Cannes Lions

AUDI A7

MEDIACOM, New York / AUDI / 2012

Film
Film

Overview

Entries

Credits

Overview

Execution

Timed to coincide with the launch of the A7 at the New York International Auto Show, the sleek digital billboard was designed to turn heads and inspire action.We worked with content partners, such as Urban Daddy and Cool Hunting, to determine the seven boldest locations in New York City. We then created a fully integrated media campaign to showcase these locations (such as the Brooklyn Bridge and the Flatiron Building) and position the A7 alongside these icons.Passers-by could engage with our billboard via QR code or SMS to receive the ultimate digital guidebook to bold locations in New York and other top cities on their mobile devices.

Users were invited to comment, tweet, check-in at bold locations, and submit their own concepts of bold design. The hashtag #bolddesign showcased suggestions live on the billboard.

Outcome

It was Times Square meets FourSquare... to the size of 15,000 square feet... with over 17.7 million viewers.And the response was overwhelming.The Business Insider publication named it one of the “10 Coolest Ads Ever to Appear in Times Square,” and the campaign recently won a Digital Out-of-Home Award from MEDIA Magazine for best integration with a mobile device.Approximately 17.7 million people viewed or interacted with the billboard.But more importantly, the A7 vehicle exceeded sales expectations and sold over 2,700 units in just three months!A bold solution with even bolder results.

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