| Title | TEST DRIVE CUBE |
| Brand | AUDI |
| Product/Service | THE AUDI TEST DRIVE CUBE IS AN INNOVATIVE DEVICE TO GENERATE AUDI A8 TEST DRIVES |
| Category |
A01. Innovation |
|
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 |
| Sascha Scholz |
Project Lead Advertising And Digital Communication |
Audi |
| Wil Giezenaar |
Manager Marketing And Communication |
Audi Netherlands |
| Stefan Van Caldenberg |
Marketing And Communication |
Audi Netherlands |
The Brief
The task was to draw attention to the newly launched Audi A8 and to generate test drives and sales for it by presenting progressive technology and demonstrating Vorsprung durch Technik. The major challenge: activating a target group that is hard to reach and hard to convince.
We developed the Audi Test Drive Cube, a device that brings the new Audi A8 directly to the highly exclusive clientele. GPS and GSM technology were used to locate the Cube once the customer pushed the button. This was how we set up an appropriate project infrastructure among a large number of Audi dealers.
The project made its public debut in the Netherlands. The Dutch Audi market offered perfect conditions for the launch of the Test Drive Cube. Special driver teams were on hand at participating Audi dealers to deliver the new Audi A8 immediately to each customer.
The Audi Test Drive Cube provides direct interaction with an exclusive clientele and generates test drives and sales for the new Audi A8. The Cube creates a completely new service for customers and reinvents the usual method of arranging test drives. It is a progressive idea that demonstrates Vorsprung durch Technik by way of a completely new communication innovation based on existing technology.
To attain a high activation level, we gave the Cube the typical, pure Audi design with an original start-stop button on the top and a red LED front display with a 16 x 16 LED matrix. The integrated GPS and GSM module (SiRF III and SIM900 with real-time clock) was not visible but is logical highly remarkable for the process.
Activating the Cube starts the countdown on the LED front display, at the same time sending the geographic coordinates to a central server supervised by both Audi and the agency. The nearby Audi dealership receives the coordinates and countdown activation time automatically via text message. It then figures out the address of the activated Cube by entering the coordinates into Google Maps and delivers the new Audi A8 right to the customer – precisely at the end of the countdown.
Bringing the car to the customer within 90 minutes takes a lot of logistical effort. In the extremely rare case of the driver not being able to keep to the timing, he sends a text message to the activated Cube. Then the telephone icon appears on the Cube’s display and the customer calls the Audi project team for an information update.
The Cube will be used for this special premiere in more European and Asian countries where the new Audi A8 is soon to be launched.
The campaign strengthens customer loyalty to Audi and its dealers. The brand’s image was clearly communicated to the exclusive Audi A8 target group. At the same time, the Cube spreads “Vorsprung durch Technik” across the Web via recipients’ tweets and Facebook posts as well as videos of the idea shared by Audi.
The Cube reinvents how test drives for a special clientele are arranged. This service can have a lasting effect on activation and communication in the luxury saloon market.
The following 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.