INSIGHT

Embody the promise

“Forget the car. Audi is more”

and demonstrate that Audi is setting new standards.

The new Audi A8 is more than a car.

Its embedded technologies is allowing new perspectives, opening new paths.

IDEA

Linking Paris to London by car for the very first time,

crossing through the Channel Tunnel, opening a new route,

a route never driven before.

A BIG IDEA at the core of a global program of contents and experiences.

A strong speaking out with a contents release mechanic in a condensed timeline :

- Dec, 11 : D-DAY event > UGC & PR

- Dec, 11 : stunt movie reveal on social pages > viral

- Dec, 18 : Influential videos online and start of partnership with Le Figaro > targeted audience

- Dec, 19 : making-of released > proof of the feat

A 2 years long preparation to make the event and the movies exist:

- creation of a partnership with Eurotunnel, who administrate the Channel Tunnel, to work on authorizations in a military zone

- coordination with French and UK borders regulation

- coordination of a shooting and event 50 meters under sea level

- a very timed stunt movie shooting not to interrupt the rail traffic between France and UK too long

- casting of Lambert Wilson as a new brand ambassador, representing french-english culture

A big impact for a long format social content (2’30) with a completion rate of 40%

More than 10 million views across all platforms

A 5 minutes dedicated TV topic in the most watching car TV show in France

Huge media value

Massive user generated contents during the event

Confirming Audi as the legitimate leader on future premium mobility