Audi. Efficiency Challenge

In order to sell cars today an automaker needs a modern concept regarding efficiency.  Through light construction and turbo technology, Audi has already set a new bar. But how can one make efficient driving palatable?  And how do you bring the topic and the technology online in a format that is modern?  The goal was a live event and social web campaign which presented the topic of “efficiency” in an exciting and entertaining manner and which emphasized the outstanding traits of all Audi models.  The solution was to select drivers who set out on and “Efficiency Challenge” through all of Europe.  Armed with iPhones and Twitter accounts, the drivers provided 24 hour live reports about the race through social web outlets.

In September 2009 Audi announced their competition for fuel efficiency: the Audi “Efficiency Challenge A to B.” 48 candidates were chosen via the internet who were to drive from A – the Lofoten islands in Norway to Bée, an Italian village near Lake Maggiore, a total of 4,182 kilometers. Naturally, the goal was to use as little fuel as possible. The drivers were given an iPhone and a Twitter account and served as live reporters during the tour. Pictures and videos from the campaign were spread via portals (YouTube, Twitpic, etc.). The drivers shared their experiences, their daily gas consumption and the excitement of the challenge with the community. They published photos, filmed videos and had conversations with Audi fans. The Audi brand portal served as the central platform to show the consolidated live reports from the social web.

The efficiency drive is the first authentic live report project from users for fans and therefore also the first live report website from Audi. The campaign was extremely successful: just after launch the campaign spread via Twitter and Facebook, via photo and video portals, brought drivers and fans together and lead to the campaign section of the brand portal where plenty of information about the Audi fleet and efficient technology could be found.