Title	AUDI Q2 LAUNCH IN LITHUANIA
Brand	MOLLER BALTIC IMPORT SE
Product/Service	AUDI Q2
Category	B11. Launch / Re-launch
Entrant	VRP ¦ HILL+KNOWLTON Vilnius, LITHUANIA
Idea Creation	VRP ¦ HILL+KNOWLTON Vilnius, LITHUANIA
PR	VRP ¦ HILL+KNOWLTON Vilnius, LITHUANIA

Name	Company	Position
Jolita Katkute	VRP Hill+Knowlton Strategies	Senior Account Executive

The Campaign

The creative idea - to introduce Q2 in the very heart of the city - on the green bridge surrounded by heated discussion about history and propaganda. During Soviet times in Lithuania this bridge got new “decorations” – four sets of sculptures – prominent examples of so-called Soviet realism, In July 2015 the statues were removed stating that the they are a mockery of the real people who had to live during the Soviet period. Since then the discussion “what should stand on the bridge” was still continuing. And still lots of people viewed the statues as historically significant artefacts and the bridge – saint and untouchable place

Execution

Implementation: - Setting up Audi Q2 car on one of the bridge pedestal at night - New “sculpture” – morning surprise for passers-by - Preparation of behind the scenes video showing how Q2 was put on the bridge - Managing the buzz: work with media inquiries, social media monitoring and responding to main questions/comments Timeline: - All the works were done during a night and the launch activity was organized for one day

We expected a reaction but we never anticipated that Audi Q2 will become the most-talked over topic of the day: - 3 TV news spots on 3 national channels - 18 articles online with thousands of comments and millions of views - total hailstorm on social media: more than 500 posts, more than 1000 comments and 9000 likes, more than 1.2 million Facebook users reached. With absolute majority of young urbanites applauding the idea. And some of them calling the dealers and inquiring about the price right away after the prelaunch.

The Situation

The task - to organize Audi Q2 prelaunch acitivities in Lithuania. Main two criterias were to make it #untaggable and with a low budget. For this a bold idea was chosen - to introduce Q2 in the very heart of the city - on the green bridge surrounded by heated discussion about history and propaganda. We expected a reaction but we never anticipated to make it the most-talked over topic of the day.

The Strategy

The main questions for the agency were how to showcase new model to city residents, how to achieve maximum exposure at minimal budget and how to make it an icon of a modern city. To grab attention of young urbanites bold idea was chosen - to put the car on the Green bridge in the very heart of Vilnius. Target audience: young urbanites of Vilnius Target media: national portals and social media