Cannes Lions

Test Drive into the Unknown

M/H VCCP, San Francisco / AUDI / 2019

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Case Film

Overview

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Overview

Background

Like most industries, the car buying process has been disrupted by technology. Fewer buyers walk into dealerships to discover, learn about, or test drive new cars.

The challenge for Audi was how to get consumers in the all-new Audi A6? As a brand defined by progressive design, technology, and performance, getting a driver to take a spin can turn a doubter into a driver instantly.

The objective was to find new ways to introduce the audience to the Audi A6 by giving them a highly immersive way to take the car for a test drive. Success would be defined by creating buzz for the program that extended beyond the actual test drive.

Idea

To introduce people to the 2019 A6, Audi offered test drives in a completely unexpected place— the first Amazon Go store. Inside, we stocked an endcap with custom-designed boxes daring customers to take a journey into the unknown. Once in a customer’s hand, the box unlocked a unique test drive experience that only Audi could deliver. From helicopter rides to private symphonies, the exclusive test drives were filmed and shared across Audi social channels.

Strategy

Our audience for the Audi A6 seeks out new and interesting experiences and looks to enrich themselves and those around them. They are technology early adopters and often seek out new things that make their lives more interesting. They are time starved individuals, so any brand or technology that makes their lives better or easier, always wins.

To reinvent the test drive experience, we brought the test drive to our audience. With no lines and no checkout - where better than Amazon Go? We met people where they were shopping, and asked them to give up some of their time. In return, we have them a test drive for 30 minutes, 3 hours and for one lucky person, a week. Their reward was an immersive experience that made their day better. For one couple, they were given the experience of heading to Germany for a week.

Execution

We executed an on-site activation at Amazon Go’s first location, culminating in nearly 150 test drives over the course of the two day experience.

Each element of the experience was carefully crafted: from in-store signage, to the on-shelf product (800 exclusive aluminum boxes specifically created for Amazon Go), to the geodesic dome tents that hosted eager participants, to the experiences on the drives themselves. Audi worked with local artists, musicians, chefs, and even helicopter pilots to create test drives unlike any other.

The experiences were filmed, and a video featuring each of the drives was released within days.

Outcome

Results successfully showed fans how Audi can transform traditional experiences, with Test Drive to the Unknown generating 266% more video views than Audi’s goals, for increased awareness, consideration, and opinion.

The average test drive was 80 minutes, a significant feat given 54% of consumers would like to handle car transactions from home, skipping the test drive altogether, indicating a need to redefine the current dealership experience.

The program video was viewed 36M+ times, 266% above goals.

A study showed a 9.3% lift in awareness and 17.5% lift in consideration for Audi.

Consumers flocked to AudiUSA.com to view the A6, making it the most viewed sedan on the site during the program.

Press coverage garnered 15.7M impressions from endemic publications.

Sentiment was positive at 78%, 3 points above goal, with fans envious of the 200 participants, voicing desire to repeat the program in other cities.

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