Idea
In South Africa, the Audi A3 is highly desirable. It's the kind of car you drive if you're young and you've made it. When we were briefed to launch the new model in South Africa in 2013, we set out to prove just how desirable it was, in the face of its competitors.
We loaded the the new A3 into an 18-wheeler truck which drove across South Africa guided by the tweets of hopeful South Africans. The idea - Audi A3 Exchange, the chance for you to exchange your own car for the new Audi A3.
Case Study
execution
The campaign launched with TV, radio, online and the truck itself directing people to a campaign microsite.
Here people needed to enter, select an exchange city and then tweet for the truck to come to their chosen city. The more you tweeted, the higher the chances of the A3 arriving in your city.
After 3 weeks, 50 000 tweets guided the Exchange Truck to Johannesburg.
Three finalists were selected to compete for the chance to exchange their cars for the New Audi A3. The finalists completed a series of activational challenges - each related to one of the differentiating features of the Audi A3. They climbed the quattro wall, shot down heliums balloons that suspended the A3's aluminium space frame and shattered glasses with it's impressive new sound system. Each challenge was timed and the live event was filmed. In the end the winner happily exchanged his BMW 3-series for the new Audi A3.
Results
Over 11 000 people entered to exchange their car for the New Audi A3, proving just how desirable it was.
The campaign trended nationwide within 5 hours of going live.
Audi's Twitter following increased by 68% even though it wasn't a requirement to enter.
Most importantly, interest in the Audi A3 on the Audi brand website tripled, resulting is more than 100 test drives per week, way above an already ambitious South African target.
Awards
2015 APEX Awards - Silver - Launch
2014 Loeries - Silver - Effective Creativity
2013 Creative Circle Ad of the Month - Experiential - Second
