With the insight that, if Pre-sense it’s a system that warns the driver ahead of time about dangers to come, it’s a system that gives the driver a spoiler about the dangers on the road. With that in mind, we needed to find a format that could allow us to give the consumer spoilers, without ruining the fun for anyone. After a lot of negotiation, we came in an agreement with AXN/Sony channels, and found it: sponsored movie promos. Of well known movies. But this movie promos had a twist, they spoiled the movie endings and delivered the message: Spoilers are bad? Not when they can avoid accidents. Audi Pre-Sense, a system that warns you ahead of time about dangers on the road.”

We partnered with the promo department of the channel to find the movies that had more fit with the idea: popular prime-time movies with well know endings. After that, we came with an agreement about how much of the movie we could spoil. After that we wrote the movie promos, and sent to the channel to produce. To show the precision of the Audi technology, we didn’t only give spoilers of the movie, but also the exact minute it happened. To connect with the product, we produced a 10 second ending to the movie promos with a simple demo of the feature and the brand concept.

. With the combination of the broadcast (20 MM impressions) and the strategic on-line media placement, AUDI got a increase of 67% on the leads to it’s page (alongside with the unmeasurable leads to related pages, blogs that talked about the feature, and international AUDI pages and videos on youtube). 85.95 of the search came from mobile sources, moments after promo airings.