| Title | AUDI LASER LIGHT |
| Brand | AMAG AUTOMOBIL- UND MOTOREN / AUDI DIVISON |
| Product/Service | CARS & AUTOMOTIVE SERVICE |
| Category |
A07. Use of Events and Stunts |
|
Entrant Company
|
Y&R GROUP SWITZERLAND Zürich, SWITZERLAND
|
|
Advertising Agency
|
Y&R GROUP SWITZERLAND Zürich, SWITZERLAND
|
|
Production Company
|
FLUXIF Zurich, SWITZERLAND
|
Credits
| Markus Gut |
Y/R Group Switzerland |
CCO |
| Dominik Oberwiler |
Y/R Group Switzerland |
ECD |
| Martin Stulz |
Y/R Group Switzerland |
CD |
| Olivia Gnani |
Y/R Group Switzerland |
AD |
| Andrei Vid |
Y/R Group Switzerland |
AD |
| Sebastian Eppler |
Y/R Group Switzerland |
AD |
| Susan Baumgartner |
Y/R Group Switzerland |
Business Director |
| Fabian Scheffold |
Fluxif gmbh |
Lead Visual Artist |
| Filip Frisk |
Fluxif gmbh |
Lead Visual Artist |
| Martin Hernblad |
Fluxif gmbh |
Visual Artist |
Brief Explanation
The pioneering Audi laser light technology even brings light into the darkest places.
But how can advertising make this tangible? The idea: We make the lighting in cinema halls part of an Audi commercial. As an Audi appears closer and closer on screen, the cinema hall’s lighting gets brighter and brighter. Until the Audi laser light illuminates the entire cinema hall. The claim: „Bringing light into the darkest places: The Audi laser light technology.“
Results and Effectiveness
As a result of the commercial Audi dealers experienced an increased demand of 10% for the Audi laser light technology.
Creative Execution
The spot was shown during a week in five different theatres in downtown Zurich. In a close collaboration with KITAG, the biggest cinema chain in Switzerland, the theatre’s light was timed exactly with the spot: the light went out completely before the spot started, and brightened up slowly to the fullest while the Audi was approaching.
Insights, Strategy and the Idea
Since Audi is a rather expensive brand, we chose the movies accordingly: the spot was shown before movies that were in competition for the Oscars at the time.