Cannes Lions

SHOWROOM HOME DELIVERY

DENTSU, Tokyo / AUDI / 2016

Awards:

1 Bronze Cannes Lions
1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

We created a real-size newspaper insert of the Audi A3, accurate and scaled to a 1mm. Those who received the A3 insert placed it in their homes to test how it fit.

In addition, we turned the print ad into an AR marker that users could scan using their smartphones and tablets.This created a real-size 3D image, so they could experience owning an A3.

Execution

We decided to communicate using newspaper. In Japan, we were able to choose which areas to deliver the newspaper inserts. Through careful selection we succeeded in targeting participants who lives in urban areas and have small garages. Using the newspaper inserts, participants were able to clearly see how the Audi A3 could fit inside of their garages. This type of advertising helps Japanese consumers understand the true proportions of the Audi A3, and eliminates the perception that they cannot own an Audi A3 due to their limited garage space.

In addition, we turned the print ad into an AR marker that users could scan using their smartphones and tablets. This created a real-size 3D image, so they could experience owning an A3. To create buzz, we launched a social-media campaign, challenging participants to take a picture of the A3 in the most unimaginable places with an original hashtag.

Outcome

The campaign was covered by more than 400 media outlets and resulted in 2.7 million US dollars of PR value. On April 16th 2015, the real-size advertisement set a GUINNESS WORLD RECORDS® title for the Largest newspaper insert advertising (2.77 m²).

One out of five tried AR maker. This means many participants were not only able to see how the A3 would fit inside their small garage, but also had experience of what it could be like to own an Audi A3.

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