| Title | AUDI - THE COMEBACK |
| Brand | AUDI |
| Product/Service | AUDI RS 7 |
| Category |
A03. Online: Fiction & Non-Fiction |
|
Entrant
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RAZORFISH Berlin, GERMANY
|
|
Idea Creation
|
RAZORFISH Berlin, GERMANY
|
|
Production
|
STINK Berlin, GERMANY
|
Credits
| Preethi Mariappan |
Razorfish GmbH |
CCO |
| Felix Stock |
Razorfish GmbH |
CD |
| Anna Dressler, Fay Kornmeier, Felix Stock |
Razorfish GmbH |
Copy and Concept |
| Carina Neumann, Petra Czechowski |
Razorfish GmbH |
Project Manager |
| Susanne Zu Eicken |
Razorfish GmbH |
Agency Producer |
| Kathrin Dariz |
Razorfish GmbH |
Strategy Director |
| Caren Erhardt |
Razorfish GmbH |
Account Director |
| Martina Lülsdorf, Julian Holland |
Stinkdigital |
Executive Producer |
| Isabel Kast |
Stinkdigital |
Producer |
The Campaign
We teamed up with the most controversial character of our time: The T-Rex. Once the most feared animal on the planet, he became a laughing stock on social media. His tiny arms made him the perfect Meme. So Audi will revive his zest for life.
Creative Execution
Production process: summer 2016
Launch: 15.09.
Our product: An online film
Devices/channels: YouTube, Facebook
Overall more than 13 Mio views on Facebook and YouTube. The average view time was 01:14 Minutes (on YouTube) – which is an outstanding result for an online film. Users were highly interacting with the film, we gained over XXX shares and more than XXXinteractions on YouTube and the Facebook pages of 30 Audi markets around the world. The T-Rex received press recognition in over 30 countries worldwide, to name a few: Ad Week editor’s pick(US), Horizont Ad of the Day (GER), The Mirror (UK), Huffington Post (Italy), Campaign Asia, Mumbrella (OZ), …
Different to many before us, we did not only adapt a Meme from the social community but we enriched it with another – not yet told / imagined – facet.
The aim was to create an extraordinary film with a social born insight that will fascinate Audi followers around the globe and shine a new light on the magic of the piloted driving technology. We teamed up with the most controversial character of our time: The T-Rex. Once the most feared animal on the planet, he became a laughing stock on social media. His tiny arms made him the perfect Meme. So Audi will revive his zest for life.