| Title | AUDI CITY LIGHTS |
| Brand | AUDI IMPORT BELGIUM |
| Product/Service | AUDI A4 |
| Category |
A07. Use of Print or Standard Outdoor in a Promotional Campaign |
|
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
|
Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
|
Media Agency
|
CLEAR CHANNEL BELGIUM Brussels, BELGIUM
|
|
Production Company
|
WENNEKER Ghent, BELGIUM
|
Credits
| Frédéric Hurchon |
Audi Import |
Marketing Manager |
| Hubert Hollemaert |
Audi Import |
Advertising Manager |
| Peter Ampe |
DDB BRUSSELS |
|
| Odin Saillé |
DDB BRUSSELS |
Creative Director |
| Rom/John |
DDB Brussels |
Creative Team |
| Axelle de Terwange |
DDB Brussels |
Account Director |
| Olivia Naudts |
DDB Brussels |
Account Executive |
| Dominique Poncin |
DDB BRUSSELS |
Strategic Director |
| Maarten Van Daele |
DDB BRUSSELS |
Strategic Planner |
| Brigitte Verduyckt |
DDB BRUSSELS |
Agency Producer |
| Benjamin Hiffe |
DDB BRUSSELS |
Graphic Designer |
| Adam Kozlowski |
DDB BRUSSELS |
Studio |
| Kenn Van Lijsebeth |
DDB Brussels |
PR Manager |
| Peter Neyt |
Wenneker |
Director |
| Baudouin Van de Berg |
Clear Channel |
Media |
The Brief
The new Audi A4 was launched in July. The first actual cars would only be available in Belgium in November. The challenge was to keep the attention and interest for this long awaited model high for a long period. This campaign with a high stunt level managed to grab and keep the attention. Both in real life as online, where a video of the action racked up a lot of impressions.
Campaign Success
All men and women in the process of buying a new car, leasing a car ... The competition is fierce with both the BMW 3 series en Mercedes' C-class. Both new and existing consumers needed to hear about the new Audi A4 and its innovative technology.
The new Audi A4 is especially worth checking out because of its innovative technology. That's why we decided to have the new Audi A4 make the city safer.
At night, pedestrians are more vulnerable. Especially in big cities. We integrated the adaptive headlights, normally found in the new Audi A4, into a 210 m2 billboard. The lights followed pedestrians and made it safer for them to cross the busy streets around the billboard. This way Audi proves the adaptive headlights are there for safety.
Describe the success of the promotion with both client and consumer including some quantifiable results
• The Billboard was seen by 1.3 million people in the streets
• The video was picked up by newspapers & car blogs from Belgium, to Mexico.
• 100% of people crossing the street safely made it to the other side.
Explain why the method of promotion was most relevant to the product or service
The new Audi A4 makes the city safer
At night, pedestrians are more vulnerable. Especially in big cities.
We integrated the adaptive headlights, normally found in the new Audi A4, into a 210 m2 billboard. The lights followed pedestrians and made it safer for them to cross the busy streets around the billboard.
This way Audi proves the adaptive headlights are there for safety.