The Audi Q7 campaign
The Audi Q7 launched only this summer in China, but the campaign is from beginning of 2005, kind of a teaser campaign to introduce the car. The car itself is rather unique, its big like a tank, and it costs 120.000 Euros here in China.
The campaign had to create awareness and anticipation around the Q7 launch and generate leads for dealer follow up. So under the brand idea of "discover your own adventure", we came up with an integrated campaign around a broad societal thought: What is the definition of adventure.
We wanted to get user participation and involvement, so we endorsed 16 Chinese celebrities to state their personal adventures in the fields of design, performance, luxury and individualism. Their interviews were then published in four leading Chinese magazines as the "Audi Adventure Chronicles".
The site was the crucial point in the campaign. We wanted it to be functional, especially in terms of User Generated Content, but also show the car off in a really nice way. We decided to place the car outside a villa, set at the highway number one in California. We went down to a 3D studio and started to render out some pictures.
After a week of tweaking, we had a nice house with a lot of content in it. Users can can go outside to explore the car, they can sit down on the table and read the chronicles and through the picture-frame can participate at the "what adventure have you discovered" competition.
Results
252,084 unique visitors visited the site within two months.
32,364 screensaver, 8,875 wallpapers and 29,177 MP3 files were download during the campaign period.
Over 1,500 registrations to obtain more Q7 information and more than 150 qualified entries to the competition.
Check the site here