Cannes Lions

TIGHT PARKING

ZULU ALPHA KILO, Toronto / AUDI / 2015

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Overview

Entries

Credits

Overview

Execution

A highly choreographed three-phased video approach was used to gain earned media for the launch of the Q3.

Phase 1: We created an unbranded video of security camera footage capturing the Q3 parking on an impossible angle.

Phase 2: Then we released a follow-up video with a branded ending, claiming that the Q3 conquers tight parking.

Phase 3: Finally we released a “making-of” video in anticipation of consumers wondering how the stunt was done.

Outcome

- The unbranded security cam video went viral with a staggering 2.5 million views in the first three days. (And it continued to climb thereafter.)

- Grammy award winner and actor of “Fast and the Furious” fame; “Ludacris” posted the video on his personal facebook page.

- Engagement metrics on the videos went through the roof:

o Over 82,000 likes

o Over 42,000 shares

o Over 7,000 comments

- Our tracking showed that 94% of the video views were organic views.

- The branded video and “making of video” earned 1 million views

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