Audi - Best Seat in the House

Advertiser Audi
Sector Automotive
Buying route Premium AGP
Audience ABC1 Adults
Sector Motors
Target Audience ABC1 Adults
Package Film Packs
Creative Agency BBH
Media Agency Mediacom
Duration 60"

Background

Driving brand desirability is critical to Audi’s success. The brand recognised the need to deliver exciting and unique content in the most engaging environments to cut-through today’s cluttered premium car market to inspire future buyers.

Idea

-Audi adopted a ‘best seat in the house’ strategy – it wanted to bring a sense of premium to the campaign by placing its ad alongside some of the most anticipated content. The unique environment offered by cinema became a critical component of the brand’s always on AV strategy.

-The aim of the campaign was to drive brand desirability and word of mouth amongst Audi’s existing and future customers. 

-Audi bought a selection of premium positions to showcase its 60” creative alongside some of the year’s most anticipated blockbuster titles films including Rogue One: A Star Wars Story, Captain America: Civil War, and Jason Bourne.
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-Across the campaign, Audi rotated three different copy options, with its ads including Spin & Sport, Quattro and The Virtual Cockpit.

-For the final element of the campaign, Audi partnered with mobile data company Mobsta. Using longitudinal/latitudinal data of cinemas, the brand aimed to re-target cinemagoers who had seen the ads on screen with product-led video content delivered to their smartphones. 
 

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