| Title | TEST DRIVE CUBE |
| Brand | AUDI |
| Product/Service | AUDI A8 |
| Category |
A08. DIGITAL DESIGN |
|
Entrant Company
|
PHILIPP UND KEUNTJE Hamburg, GERMANY
|
|
Advertising Agency
|
PHILIPP UND KEUNTJE Hamburg, GERMANY
|
Credits
| Diether Kerner |
Philipp Und Keuntje |
Executive Creative Director |
| Simon Jasper Philipp |
Philipp Und Keuntje |
Creative Director/Art Director |
| Nicolas Winkelmann |
Philipp Und Keuntje |
Art Director/Idea |
| Tobias Schröder |
Philipp Und Keuntje |
Copywriter/Idea |
| Adrienne Tonner |
Philipp Und Keuntje |
Copywriter |
| Holger Norden |
Philipp Und Keuntje |
Technical Director |
| Tanja Heier |
Philipp Und Keuntje |
Account Executive |
| Julia Rüsken |
Philipp Und Keuntje |
Account Manager |
| Laura Popiol |
Philipp Und Keuntje |
Account Manager |
| Axel Leyck |
Philipp Und Keuntje |
Agency Producer |
| Gero Kleist |
Philipp Und Keuntje |
Visual Effects Artist |
| Daniel Wolcke |
Freelancer |
Photographer |
| Ole Ziesemann |
Freelancer |
Director |
| Peter Riis |
Freelancer |
Cameraman |
|
Markenfilm Crossing |
Film Production |
|
Nerd Industries |
Technical Support |
| Giovanni Perosino |
Head Of Marketing Communication |
Audi Ag |
| Sascha Scholz |
Project Lead Advertising And Digital Communication |
Audi Ag |
| Wil Giezenaar |
Manager Marketing And Communication |
Audi Netherlands |
| Stefan Van Caldenberg |
Marketing And Communication |
Audi Netherlands |
Brief Explanation
The major challenge: activating a target group that is hard to reach and hard to convince.
The strategy of the campaign was to activate the customers immediately and cement the relationship with them by communicating the brand’s technological aspiration.
For that purpose, we designed the Audi Test Drive Cube: an innovative device generating test drives and sales for the premiere of the new Audi A8.
The Brief
The task was to draw attention to the newly launched Audi A8 and to generate test drives and sales for it by representing progressive technology and demonstrating Vorsprung durch Technik.
Among the recipients were owners of the predecessor Audi A8, interested individuals who eagerly requested information about new Audi models as well as customers of competitor brands in the luxury saloon market.
How the final design was conceived
We designed a device that brings the premiere of the new Audi A8 directly to the customer.
The Cube’s design is an obvious reminder of the Audi brand: To attain a high activation level, we designed the Cube with an original start-stop button on the top and a red LED front display. The integrated GPS and GSM module was not visible but very remarkable – just like the technology in every Audi.
Activating the Cube starts the countdown and sends the geographic coordinates to Audi. After 90 minutes, the new Audi A8 is delivered right to the customer by a local Audi dealer for a 24-hour test drive.
Indication of how successful the outcome was in the market
Soft facts: The campaign strengthens customer loyalty to Audi and its dealers. The brand’s image was clearly communicated to the exclusive Audi A8 target group.
These facts are quantifiable: In the first six weeks, we achieved a 100% response rate. That means every single Cube delivered generated a test drive. Almost every fifth customer who activated the Cube bought a new Audi A8, marking a conversion rate of 19%. Most of these customers directly bought the very same Audi A8 they test drove.