F01. PROMOTIONAL ITEM DESIGN & PHYSICAL BRAND COMMUNICATION
Entrant Company
PHILIPP UND KEUNTJE Hamburg, GERMANY
Advertising Agency
PHILIPP UND KEUNTJE Hamburg, GERMANY
Credits
Name
Company
Position
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.