| Title | PERFECT DAY |
| Brand | AUDI |
| Product/Service | AUDI A3 CABRIOLET |
| Category |
A06. MOBILE ADVERTISING |
|
Entrant Company
|
RAZORFISH Frankfurt, GERMANY
|
|
Advertising Agency
|
RAZORFISH Frankfurt, GERMANY
|
Credits
| Preethi Mariappan |
Razorfish |
Executive Creative Director |
| Chris May |
Razorfish |
Group Creative Director |
| Yasushi Shioyazono |
Razorfish |
Associate Creative Director |
| Alvaro Caminero |
Razorfish |
Motion Graphics |
| Nuno Marcelino |
Razorfish |
Art Director |
| Jens Malunat |
Razorfish |
Account Director |
| Simon Shepard |
Razorfish |
Technical Director |
Creative Execution
Using live weather data and geo location, the ad recommended the perfect day to book a test-drive at a dealership nearest to you.
Everybody who booked through the ad got the best experience possible. A test-drive of the new A3 Cabriolet, roof down, in sunshine.
1) 51% of all people that engaged with the ad actually decided to arrange a test-drive rather than just link through to the product site. This proved that adding the promise of a sunny test drive nearest to you compelled people to make a booking.
2) 535 test drives requests were generated through the ad.
3) This idea was a pilot but it has inspired Audi to think about how data can make test-drive booking a more compelling process on other platforms.
Nobody wants to drive a Cabriolet in the rain.
So when Audi launched the new A3 Cabriolet this spring, we created a smart mobile ad to let people enjoy a test-drive in the sunshine.