The Challenge - Lara vs. Didier
The Y&R Group Switzerland has developed a social media campaign for Audi Switzerland in which the two brand ambassadors, Lara Gut and Didier Cuche, challenge each other—on any terrain.
Didier Cuche's Facebook fans were amazed when he posted a video with an unusual message: In it, he challenged Lara Gut to a duel.
The reigning overall World Cup winner accepted, and "The Challenge: Lara vs. Didier" was born. Behind it was a pure social media campaign whose goal was to pit the two ski stars Lara Gut and Didier Cuche against each other in challenges, thereby demonstrating the advantages of Audi Sport and Audi quattro and generating organic reach. The project was realized by Y&R Group Switzerland on behalf of Audi Switzerland.
In order to be able to play out the content as organically as possible, obvious branding was deliberately avoided. The campaign was primarily published organically via the Facebook channels of Lara Gut and Didier Cuche and also on the Facebook page of Audi Switzerland.
The story was included by numerous media in their coverage. Together with further shares and posts on various social media channels such as Blick and Swiss Ski, more than 1.3 million people followed the story as Lara sped away from Didier in the first speed challenge, Didier caught up in the technical challenge and finally put in a spectacular performance in the all-important ski challenge when he snatched victory from Lara by 0.25 seconds.
Responsible at Audi Switzerland: Svenja Lyhs (Head of Sponsorship). Responsible for Y&R Group Switzerland: Markus Gut (CCO), Thomas Engeli (Creative Direction), Sandro Tissi (Conception) Stephanie Assfalg (Art Direction), Linda Solanki (Text), Susan Baumgartner, Nicholas Meyer (Consulting), Pirmin Wyss (Strategy). Responsible at Mera Digital CinemaRaphael Schläppi, Menk Rufibach (film production).
