Audi A3 Exchange | Between 10 and 5

29 May Audi A3 Exchange

Posted at 13:25h in Uncategorised by Alix-Rose Cowie

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[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