THE SWEDISH SNOW RESCUERS
| Title | THE SWEDISH SNOW RESCUERS |
| Brand | AUDI |
| Product/Service | AUDI QUATTRO |
| Category |
B01. Use of Digital Advertising in a Promotional Campaign |
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Entrant Company
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ÅKESTAM HOLST Stockholm, SWEDEN
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Advertising Agency
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ÅKESTAM HOLST Stockholm, SWEDEN
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Production Company
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DAREVILLE Stockholm, SWEDEN
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Credits
| Andreas Ullenius |
Åkestam Holst |
Creative Director |
| Andreas Ekelund |
Åkestam Holst |
Art Director |
| Johan Wahlberg |
Åkestam Holst |
Art Director |
| Viktor Jacobsson |
Åkestam Holst |
Copywriter |
| Adam Reuterskiöld |
Åkestam Holst |
Copywriter |
| Kalle Åkestam |
Åkestam Holst |
Copywriter |
| Tom Hedström |
Åkestam Holst |
Account Director |
| Johan Eklund |
Åkestam Holst |
Digital Producer |
| Jerker Winther |
Åkestam Holst |
Planner |
| Mirja Hjelm |
Åkestam Holst |
Account Manager |
| Jennie Strinnhed |
Åkestam Holst |
Account Manager |
| Anna Forsberg |
Åkestam Holst |
Graphic Designer |
The Brief
Significant increased demand for All-Wheel-Drive in Sweden, as sales mix as well as local independent surveys and studies. Key competitors such as BMW and Volvo are attempting to overtake leadership position as the best premium AWD brand.
Our challenge was to strengthen the relevance of quattro as the All-Wheel-Drive technology to increase liking and preference for overall Audi brand.
Campaign Success
The service was enabled through a free iOS/Android App that keeps track of quattro-drives and allows non-quattro drivers to alert local Snow Rescuers when their help is needed.
Quattro-owners were sent a sticker/badge for their car to allow them to show off their participation in the community.
Local dealerships recruit their owners through the sales of discounted Snow Rescue Kits (snow-showel, tow-rope etc.) in the dealerships.
Describe the success of the promotion with both client and consumer including some quantifiable results
After one month more than 2742 quattro drivers joined as volunteering Snow Rescuers. And 97 non quattro drivers were helped through the service and got to experience the advantage of Audis four wheel drive quattro. And winter had just started.
Explain why the method of promotion was most relevant to the product or service
Our challenge is to strengthen the relevance of quattro as the best All-Wheel-Drive technology to increase liking and preference for the overall Audi brand.
Audi loves snow – when others complain about bad winter driving conditions, we believe this is when the fun starts. Our quattro-technology makes winter conditions more entertaining (as well as safer) as we have the right tools for winter conditions. There is no bad weather, only bad cars!