To launch the new Audi A3 Sportback, we came up with the Audi A3 Exchange,
- an opportunity for the public to enter a competition to swop their current car for the new Audi A3 Sportback.
- an opportunity for the public to enter a competition to swop their current car for the new Audi A3 Sportback.
In the first half of 2013, an 18-wheeler truck drove across South Africa, guided by the tweets of hopeful South Africans.
Inside the truck: a new Audi A3 Sportback. Outside: a social media frenzy.
Inside the truck: a new Audi A3 Sportback. Outside: a social media frenzy.
The campaign launched with TV, radio, online and the truck itself, all driving to the microsite where people could enter, help guide the truck to their city and monitor progress in real time.
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 unique 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.
• 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 unique 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.
After 3 weeks, more than 50 000 tweets guided the AudiA3Exchange to its chosen destination in Johannesburg. Three finalists were put through a series of challenges designed to demonstrate a feature of the new car in an unexpected way. The contestant with the fastest time got to exchange their car for the new Audi Sportback.
LOERIE AWARDS SILVER: Creative Effectiveness
LOERIE AWARDS BRONZE: Digital + Interactive Content
LOERIE AWARDS BRONZE: Digital Mixed Media Campaign
LOERIE AWARDS BRONZE: Live Events
BOOKMARK SILVER: Social Media Campaign
BOOKMARK SILVER: Digital Craft
BOOKMARK BRONZE: Microsite
APEX SILVER: Launch
ASSEGAI AWARDS: 2013 INKOSI AWARD
LOERIE AWARDS BRONZE: Digital + Interactive Content
LOERIE AWARDS BRONZE: Digital Mixed Media Campaign
LOERIE AWARDS BRONZE: Live Events
BOOKMARK SILVER: Social Media Campaign
BOOKMARK SILVER: Digital Craft
BOOKMARK BRONZE: Microsite
APEX SILVER: Launch
ASSEGAI AWARDS: 2013 INKOSI AWARD