#AudiA3Exchange
Audi A3 Sportback
Issue 31 | June 2014
Agency
OgilvyOne Cape Town
Creative Team
Exec. Creative Director: Chris Gotz Creative Director: Nicholas Wittenberg Assoc. Creative Director: Tommy Le Roux Art Director: Martine Hazell Copywriter: Alex Holmes Head of Design: Fred Cilliers Motion Designer: Andrew Pullen Art Director: Reijer van der Vlugt Copywriter: Justin Osburn
Production Team
Producer: Cathy Day Digital Producer: Yolanda Snyman Head of Development: Umar Jakoet Developers: Darius De Witt, Siyabonga Makwelo Director: Ian Chuter Project Management: FD Majiet
Other Credits
Strategy: Dave Mackay, Mark von Bentheim Managing Partner: Adrian Varkel PR: Adele Kruger
Date
April 2013
Background
Create awareness about the launch of the Audi A3 Sportback amongst a 30-40yr Internet savvy audience. The campaign needed to generate leads/entries and bolster Audi's Twitter following and engagement levels. An additional requirement was to convert these interactions into test drives and ultimately, sales.
Idea
South Africans love their cars, but OgilvyOne Cape Town knew they'd love the new Audi A3 more than their current car. To launch the A3, they loaded one into an 18-wheeler truck and let South Africans decide its final destination using Twitter. The idea: #AudiA3Exchange – an opportunity for people to exchange their car for the new A3 inside the truck. The more they tweeted, the greater their chances of bringing the truck to their city and winning a spot at the Exchange.
Results
Within the 3-week campaign period, 11 310 people responded and entered the #AudiA3Exchange. The campaign generated 50 437 tweets, increased Audi South Africa's Twitter following by 68% and trended within 5 hours of launch. It also tripled traffic to the A3 model page on the brand website. This resulted in over 400 test drives during the campaign period and exceeded the sales target of 1800 cars by 22%. This resulted in an impressive ROI of 3.75:1.