Title	AUDI LASER LIGHT
Brand	AMAG AUTOMOBIL- UND MOTOREN / AUDI DIVISON
Product/Service	CARS & AUTOMOTIVE SERVICE
Category	A01. Use of Promotional Events & Stunts
Entrant Company	Y&R GROUP SWITZERLAND Zürich, SWITZERLAND
Advertising Agency	Y&R GROUP SWITZERLAND Zürich, SWITZERLAND
Production Company	FLUXIF Zurich, SWITZERLAND

Name	Company	Position
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

The Brief

To make the impact tangible we made 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.“

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

As a result of the commercial Audi dealers experienced an increased demand of 10% for the Audi laser light technology.

Explain why the method of promotion was most relevant to the product or service

The pioneering Audi laser light technology even brings light into the darkest places. A test drive is the usual way to promote the benefits of a car. But in this particular case the bright laser light could only be demonstrated at night. But at night people usually don’t go for a test drive. So we decided to turn this problem into an advantage: we decided to demonstrate the light during the day. But where it’s dark and where people choose to sit in the dark: in cinemas.