As the automotive industry begins to prepare for the 2030 ban on the sale of new petrol and diesel cars in the UK, Audi wanted to be on the front foot and establish its credentials as a leader in the electric vehicle market. The aim of the campaign – promoting both the Q4 e-tron and e-tron GT models – was to drive awareness and desire of Audi and ultimately increasing consideration for its electric vehicles.
Idea
With the cinema burst starting just days before Christmas, Audi wanted to maximise relevance and so decided to run three pieces of copy across its two Gold Spot selections – The King’s Man and The Matrix: Resurrections.
The Q4 e-tron ad (starring Rege-Jean Page) was seen by those who went to see The King’s Man; while those who went to see The Matrix: Resurrections in the lead up to Christmas saw the e-tron GT Christmas copy. This was then switched out post-Christmas to the Janelle Monae-starring e-tron GT ad.
Plan
DCM undertook research across those unexposed to the ad in cinema (Control), those who saw the standard ad of in the Wonka Gold Spot (Test 1) and those who saw the Screen X version of the ad in Screen X showings of The Marvels (Test 2), to see the overall impact across levels of exposure.
Results
Using cinema to engage an affluent audience with its range of electric vehicles worked successfully for Audi in driving key campaign metrics:
14%
uplift in awareness for both models (Q4 e-tron and e-tron GT) featured across the campaign, vs control
+32%
more likely to be ‘extremely likely’ to consider Audi when buying an electric car, among those exposed to cinema vs the control
