To promote Audi’s powerful four-wheel drive, quattro, we lunched Catch the Unseen. A campaign where we mapped all Instagram photos that’s ever been uploaded. We then challenged photographers to explore Sweden to take the photo furthest away from any other photo.

We built a custom made algorithm connected to Instagram’s API. By simply tagging your Instagram photo with #CatchTheUnseen and @AudiSweden, the algorithm identified the closest geo tagged photo and determined the distance. The winner was the one with the furthest distance.

Everyone could follow the campaign on a micro site as a live feed together with a high score was updated in real time. The hunt for unexplored places triggered people to go further than ever before, sharing lots of beautiful places that's never been seen. The winner had over 13 kilometres to the closest photo and got his hands on a brand new Audi Q7.

We launched the campaign with personal invitations to Instagram users who have a big interest in photography. By using a platform they were already using, we made it easy for them to participate. The campaign was then complemented with a nationwide campaign in traditional media such as TV, print and outdoor.

As the campaign was over we published print ads where we shared beautiful photos of beautiful places of Sweden that’s never been shared.

– The campaign reached more than 500 000 Instagram users.

– The micro site had over 60 000 unique visitors.

– The perception of Audi being the leading brand in four-wheel drive increased by 24 percent.

– The amount of people preferring Audi in the premium car segment increased by 64 percent.