Neue Digitale / Razorfish presents the Audi A1
Neue Digitale /Razorfish Berlin has developed a comprehensive digital campaign for the international launch of the Audi A1 – from viral films and social media, to marketing material and the micorsite http://www.audi.de/a1. The Audi A1 is presented to the user as modern and progressive. On the website, Audi designers explain the features via video interviews. The style advisor helps the user to easily find the right Audi A1 for them, and can be almost limitlessly individualized. This form of customization is also realised as an interactive Surface Table application.
A web seires “The next big thing”, developed in cooperation with the Berlin agency HEIMAT, also served to promote the A1. Audi ambassador Justin Timberlake is central to this series. And the whole thing is networked across the social web.
The whole Audi A1 social media campaign provokes interest in the Audi A1 even before its launch – with a Facebook fan page http://www.facebook.com/AudiA1, a branded YouTube channel http://www.youtube.com/audi as well as an Audi A1 Twitter stream http://twitter.com/audi_online. Banners also lead interested users to the Audi brand portal, which links all of the marketing. Special feature: the individual building blocks of the campaign appear by degrees. Because there’s always something new being added, the wait for the A1 is perfectly bridged.
The first successful results can already be seen: The Audi A1 Facebook page already has more than 25,000 fans from across 20 countries. On Facebook alone, page visits have topped 80,000 per entry. The videos on YouTube have been watched by 1.8 million visitors. And the A1 has been mentioned in almost 15,000 tweets on Twitter. As these marketing methods are going to continue, it can be assumed that interest in the Audi A1 will continue to grow.
The campaign claim “The Audi A1 – the next big Audi” is to be found across all marketing channels – online as well as in the classical marketing produced by the Berlin agency Heimat. Together with Heimat, Neue Digitale / Razorfish as developed a fully integrated campaign – from the development of a Claim to the conception of the story through to the design. The short film “The next big thing” with Justin Timberlake in the main role is a spectacular addition to the A1 publicity. The film was produced by the agency Heimat and staged on the microsite by Neue Digitale / Razorfish in six episodes. Interactive 360° scenes from the film offer access to bonus material, exciting information on the background of the storyline, information on the social media campaign and competitions.
“The work is a great example of an integrated on- and offline campaign where digital and classical marketing not only engage with each other, but even profit from the relationship”, Lothar Korn, Head of Marketing Communications at Audi.
