The agency has created a cross-media campaign. To appeal to the young, modern and discerning target group, the Zurich-based creatives focused entirely on the urge to play. The online game "1 against 500" was at the heart of the communication. The aim was to draw an ace from a set of playing cards in order to be placed on a list of 500. Everyone on the list of 500 then had the chance to win an Audi A1, among other things.
Online banners encouraged people to take part in the competition on the Audi website or on Facebook. In addition to the online measures, rail posters and two different advertisements were used. The agency also informed dealers about the new Audi model with a three-part brochure and provided them with advertising materials. The Audi A1 is already present in the showrooms on posters, counter displays and various give-aways.
Responsible at AMAG, Schinznach Bad: Erich Hunold (Head of Marketing Audi), Barbara Wernli (Advertising Coordinator Audi). Responsible at Exxtra Kommunikation, Zurich: Markus Gut (CCO), Benny Goldstein (AD), Sarah Paul (graphics), Oliver Glutz von Blotzheim (design), Patrick Bucher, Marietta Mügge (text), Susan Baumgartner (project management), Jonathan Schipper, Tobias Schön, Dario Bernardi, Christian Stocker (consulting off- and online), Caspar Coppetti, Frederic Poppenhäger (strategy).
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