29 May Audi A3 Exchange

[youtube]http://www.youtube.com/watch?v=9bWFYimp2Xc[/youtube]

To launch the new Audi A3 Sportback, Ogilvy & Mather Cape Town came up with the Audi A3 Exchange, an opportunity for the public to enter a competition to swop their current car for a new Audi A3.

Entries were made via a microsite. Through voting, the public made the decision whether the final Audi A3 Exchange showdown would take place in Cape Town, Joburg or Durban by tweeting #AudiA3Exchange and #CT, #JHB or #DBN.

Within a few hours of the campaign going live, #AudiA3Exchange was trending on Twitter. These are some of the campaign stats:

•             Over the 3 week campaign period, 11 310 people entered to exchange their own car. 82% of which drove direct competitors’ cars.
•             Over 50 437 tweets about the campaign were generated.
•             The Audi SA Twitter following increased by 68% within the 3 week campaign period.
•             The Audi A3 TVC received 56 730 total video views on YouTube.
•             R3 116 654 worth of earned media was generated.
•             For each week the campaign was live, Audi SA received more than 100 test drives a week.

The top three finalists raced against the clock competing in mental and physical challenges to determine the ultimate winner.

Credits:

Executive Creative Director: Chris Gotz

Creative Director: Nicholas Wittenberg

Associate Creative Director: Tommy Le Roux

Head of Design: Fred Cilliers

Art Director: Martine Hazell, Reijer van der Vlugt

Copywriter: Alex Holmes, Justin Osburn

Motion Designer: Andrew Pullen

Producers: Cathy Day, Yolanda Snyman

Director: Ian Chuter

Production Company: Platypus

Music & Sound Composition: The Workroom

Head of Development: Umar Jakoet

Developers: Darius de Witt, Siyabonga Makwelo

Managing Partner: Adrian Varkel

Strategist: Dave Mackay, Mark von Bentheim

PR: Adele Kruger, Natasha McEwan

Event Management: FD Majiet, Nancy Flint

Microsite and mobile screenshots: