Our audience needed to experience the joys of the Audi A5 before dismissing it because it was a sedan. To draw perception away from the surface image of a sedan, we created two sensorial experiences through media that fused all elements of human sensation and imagination, to evoke feeling. The feeling of driving the Audi A5, thus became the first impression of the Audi A5.

Neuroscience data backed up our approach. Imagination and sensation, having been proven to increase brand consideration by 47%, became the guiding light for the overall launch strategy.

The creative concept also had a synergy with the ATL creative campaign featuring the song "Pure Imagination”, by Gene Wild, from the "Willy Wonka & The Chocolate Factory" soundtrack.

Cineplex and 4DX were chosen as partners to provide consumers with a sensational experience, by running the content in cinema using motion and environmental effects to fully immerse the audience. The memorable soundtrack of Willy Wonka & the Chocolate Factory paired with vibrations, breeze, lighting and even scents, emphasized the key attributes which made the brand spot unique.

Next, FourthWall was selected as a partner to target premium malls across Canada. Using Augmented Reality, consumers could unlock invisible Audi A5 cars from a display and discover multiple models realistic details and video.

Finally, the entire campaign experience was supported by high reach formats using TV and online video platforms. Impactful engagement units within social media platforms were geared towards creating interest in the car itself, a Canvas format allowed for richer engagement. All engagements were retargeted to generate leads resulting in test drives for the A5.

The strategy to focus on creating a lasting impression paid off. More than 2,500 people participated in the Augmented Reality experience, generating 750 qualified leads.

A5 sales tripled in May 2017 compared to 2016. Audi hit a historical month in May 2017 with 17% more vehicles sold.

Finally, for the first time in Canada, Audi grew to the #2 luxury auto brand in Canada, marking a key milestone in its Canadian story.