Title	HAPPY NEW YEAR BOB
Brand	AUDI ITALY
Product/Service	AUDI SPORT
Category	A09. Corporate Social Responsibility
Entrant	VERBA (DDB GROUP ITALY) Milan, ITALY
Idea Creation	VERBA (DDB GROUP ITALY) Milan, ITALY
Production	KAREN FILM Milan, ITALY

Name	Company	Position
Luca Cortesini	Verba (DDB Group Italy)	Executive Creative Director
Michelangelo Cianciosi	Verba (DDB Group Italy)	Executive Creative Director
Daniel Cambò	Verba (DDB Group Italy)	Client Creative Director
Stefano Castagnone	Verba (DDB Group Italy)	Client Creative Director
Barbara Marzano	Verba (DDB Group Italy)	Copywriter
Cristiana Soriano	Verba (DDB Group Italy)	Art Director
Luca Lombardo	Verba (DDB Group Italy)	Account Director
Mauro Lodi	Karen Film	Director
Tommaso Pellicci	Karen Film	Executive Producer
Stefano Ottorino	Karen Film	Producer
Marta Di Placido	Karen Film	Editor

The Campaign

To transfer some of the Audi brands’ own coolness to those in the company who choose not to drink while on a night out, by awarding them with one of the most aspirational Audi models around to drive their friends safely home while boosting their status along the way – only just like driving an Audi can do!

Campaign Success

A guerrilla stunt in real time where we alcohol tested a number of people and provided the few “Bobs” with a brand new Audi A5 for the night, in one of the coolest disco of the most fashionable and trendy city in Italy. When choosing the hero car for the operation, we went for an Audi A5, a model targeted at a grown up market segment, to suggest that Bob is not the boring “good kid” but the most adult and leading personality of the bunch. The stunt was filmed and put on Audi Italia’s social profiles in to maximize awareness and reach as well as return on the brand equity.

Describe the success of the promotion with both client and consumer including some quantifiable results

A low budget operation that in just two days racked up a total of over 600,000 views, 1,500 shares and more than 5,000 reactions (+39%, transforming the figure of Bob into a model to share, with a high online buzzing.

Explain why the method of promotion was most relevant to the product or service

Practices and specialism It drives Audi’s perception of responsible car manufacturer "tuned in” on contemporary social issues surrounding mobility.

Our approach: introducing “Bob” in the italian youth culture. Bob is a fictional character created by a successful social campaign in Belgium in the 90’s, and by the 00 the name Bob has become common language to indicate the guy who stays sober in order to drive safely home the people in the company. However though in Italy there is little to no awareness of Bob and is role, so our strategy was to turn the spotlight on “Bob” among Italian young people.