| Title | AUDI JOHNNY CAB CASEFILM |
| Brand | AUDI |
| Product/Service | PILOTED DRIVING |
| Category |
B09. Live Shows / Concerts / Festivals |
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Entrant
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AIMAQ VON LOBENSTEIN/SAINT ELMO'S Berlin, GERMANY
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Idea Creation
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AIMAQ VON LOBENSTEIN/SAINT ELMO'S Berlin, GERMANY
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PR
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AIMAQ VON LOBENSTEIN/SAINT ELMO'S Berlin, GERMANY
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Production
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AIMAQ VON LOBENSTEIN/SAINT ELMO'S Berlin, GERMANY
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Credits
| André Aimaq |
Aimaq von Lobenstein/Saint Elmo´s |
Chief Creative Officer |
| Jan Kesting |
Jan Kesting |
Copywriter / Creative Director |
| Mo Whiteman |
Mo Whiteman |
Art Director |
| Hubertus von Lobenstein |
Aimaq von Lobenstein/Saint Elmo's |
Managing Partner / Founder |
| Monique Garbe |
Aimaq von Lobenstein/Saint Elmo's |
Head of Client Services |
| Hanna Sebralla |
Aimaq von Lobenstein/Saint Elmo's |
Account Manager |
| Chris Kunzmann |
Chris Creatures |
- |
The Campaign
Our core idea: Bringing together the movie genre and Audi’s lead in technology by resurrecting the robot chauffeur Johnny Cab from the movie „Total Recall“. Johnny Cab chauffeured actors in the Audi piloted driving limousine to the Berlinale to show the festival audience the future of passenger transportation in a most entertaining way. The Audi community watched an online film with a slightly irritated Clemens Schick, a famous German actor, interacting with our ambassador of autonomous driving.
At the last night of the festival, Audi bows to the jury president in a final move. Johnny cab and his inventor Paul Verhoeven reunited after 27 years to complete a last ride off from the 67th Berlinale Film Festival.
Execution
Johnny Cab chauffeured special guests from the hotel to the red carpet of the Berlinale Film Festival from 9th until the 19th of February 2017 including the Festival President Paul Verhoeven.
2,3 million organic views and 1.354 shares during the festival period
The Situation
We used this live event on Berlinale - Berlins international Film Festival - to promote the autonomous driving of Audi and to bring together the technology of autonomous driving with the film genre using a cult movie character that was invented by the jury presiden of berlinale Paul Verhoeven.
This promotion was fully integrated in the film festival and activated the audience to learn more about the technology.
The Strategy
The strategy was to connect the Audi technology and entertainment in a more than suitable context to activate and raise awareness for the complex subject of autonomous driving.