The film is only 0.03 seconds long, enabling viewers to experience the fast re-sponse of Audi Q5 e-tron’s e-quattro system in the same length — 30 millisec-onds, which equals 0.03 seconds.

To make a film as fast as 0.03 seconds, the film is shot in 120 fps with only three frames, each showing Audi Q5 e-iron accelerating and drifting with its powerful e-quattro. Within this commercial, we also hid an invitation for attentive consumers to screenshot and redeem free Auto Show tickets.

In Shanghai Auto Show 2023, Audi wants to draw people’s attention onto Q5 e-tron, an electronic SUV equipped with e-quattro — a fast-response drive system that’s able to complete active torque distribution within 30 milliseconds (0.03 seconds).

However, with the average attention span of viewers decreasing over time, and they used to skip commercials on social video platforms, it’s getting increasingly difficult to grab people’s attention. So we want to create a com-mercial that stands out from other electronic cars, grabbing attention as well as promote the unique selling point of Audi Q5 e-tron.

By creating a 0.03-sceond commercial, which matched the quick response time of Audi Q5 e-tron’s "e-quattro" system, this commercial successfully cap-tured the attention of viewers who typically skip or ignore ads.

The conversion rate was 196 times higher than average online commercial. Within only one day, all tickets hid in our commercial were redeemed. Through this commercial, the booth of Audi Q5 e-tron becomes one of the most popular booths in Shanghai Auto Show 2023.

What's particularly impressive is that the success of the campaign was largely driven by consumers who generated user-generated content (UGC) across multiple social platforms, including those that weren't part of the original cam-paign. This organic amplification of the campaign helped to increase its reach and impact, resulting in even greater engagement and awareness of the Audi Q5 e-tron and its innovative features.

People always skip commercials on social video platforms, such as Douyin and Bilibili, where content creators embed soft ads in their videos, which re-sulted in a unique "skip culture” in China -- fans will type in a specific time point in the comment, to tell viewers when they can safely skip the ad.

Meanwhile, netizens are eager to take on challenges, or commenting to show-off their abilities. So instead of simply being a viewer, most netizens want to be involved and have a sense of participation.

To create a commercial as fast as 0.03 seconds, the video clip was recreated in 120 fps, and we used 3 frames to create an unbelievably short commercial, allowing viewers to experience the fast response time of the e-quattro in the same length as it takes for the system to complete active torque distribution. This creates a unique and attention-grabbing visual effect that showcases the e-quattro's performance in a way that is not possible with traditional filming techniques.

This commercial was embedded within content created by KOLs on social vid-eo platforms, not only limited to automotive KOLs, but also KOLs from other categories, which helped to reach the target audience and generate social buzz in an organic and authentic way. This innovative use of the film medium helped the campaign to stand out and generate interest among the target au-dience.