Titanium > Titanium and Integrated
THE THRILL OF PURE DESIGN
OGILVY INTERACTIVE, Cape Town / AUDI / 2007
Overview
Credits
OVERVIEW
CampaignDescription
Our brief was to take the concept 'the thrill of pure design' and move into a diverse range of mediums for the launch of the new Audi TT. Taking our cue from the tv ad (whereby mechanical body parts were beautifully illustrated and animated), we went one step further, and created A MICROSITE made up of an entire body of parts. We also created a tongue-in-cheek VIRAL AD (which poked fun at the original tv ad), a provacotive ONLINE BANNER, and two innovative POSTERS.
Implementation
The microsite and online banner were launched first, on the Audi South Africa site (in end January 2007). A few weeks later, the viral ad followed (posted on www.youtube.com), and finally, the posters ran in Audi Dealerships.
Relevancy
Launched in early 2007, the microsite recieved 13 400 visits within the first 2 months of its launch... acounting for 20% of all site traffic. Continuing to attract a consistently high flow of traffic, it would seem more and more people are referring their friends to the site.
The viral ad, made its entrance quietly - posted on www.youtube.com, without any supporting communication to drive traffic. But in just 6 days, the ad had been viewed over 1000 times.
Alongside this success, the posters were postioned near the new Audi TT, and drew almost as much attention as the car itself.Both client and consumer are thrilled with the campaign.
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