Title	LAND OF QUATTRO
Brand	VOLKSWAGEN - AUDI
Product/Service	QUATTRO
Category	B02. CARS & AUTOMOTIVE SERVICES
Media Agency 2	MEDIACOM London, UNITED KINGDOM
Entrant Company	MEDIACOM London, UNITED KINGDOM
Media Agency	MEDIACOM London, UNITED KINGDOM

Name	Company	Position
Ben Brown	Mediacom	Global Account Director
Kathrin Hackett/Probst	Mediacom	Associate Director

Results and Effectiveness

WE DROVE QUATTRO OFF THE FORECOURT Independent tracking proved that we left our competitors far behind. Audi became the Number One premium brand in terms of share of sales in Germany, Italy and Russia. In Germany, we exceeded our target to boost the installations of quattro by almost 67% and boosted Audi’s share of sales of the premium market by 31%. In Russia, we exceeded our target to boost the installation rate of quattro by 100% and Audi’s share of sales by 11%. In Italy, we boosted installation rates by 100%. The campaign has now been adapted for 28 markets.

Creative Execution

WE BROUGHT EACH COUNTRY’S INNATE BEAUTY TO LIFE – CELEBRATING IT AS A TRUE LAND OF QUATTRO We sent Audi quattro models on tour to collect and document journeys in images and video: the people they met, the roads they braved, and the experiences they had. We showed our target roads to special places. Places that'd let them discover the true beauty the perfect country: THEIR country. We captured scenes of each country’s natural beauty, provoking proud emotional responses. Accompanied by atmospheric soundtracks from native composers, we showed Audi quattro braving challenging roads and conditions. We made our content available through paid media and online. We let our target share their favorite destinations with their friends via social media. And we took it one step further, organising challenging driving experiences where our target could rediscover their love for their country. We made quattro the perfect vehicle to discover their country.

Insights, Strategy and the Idea

WE HELPED OUR TARGET EXPLORE THE PLACE THEY LOVED BEST – HOME Our mission was to boost sales of Audi’s quattro, the market’s leading four-wheel drive technology. The problem: our target didn’t know why it was better than BMW’s xDrive and Mercedes-Benz’s 4matic. We needed to demonstrate quattro’s superior technology to a target that valued performance, wanted challenges and set themselves ambitious goals. Our research identified a key change in attitudes: while digital is making the world increasingly connected, our targets were rediscovering their local roots. This insight drove our big idea: We’d let quattro take them into the country they wanted to discover next – their own. In three key markets, Germany, Italy and Russia, we’d show consumers the vast landscapes, snowy mountains, and curvy seaside roads… of home. We would transform a campaign for a technical product into a declaration of love to our audience’s country.