Brief Explanation:
A car calendar without cars! The calendar showed only high-quality landscape photos. In order to experience the cars, the user had to download an iPhone app. Using augmented reality, one could then bring out the cars onto the landscapes, with sounds, animations and all!
Describe the brief from the client:
The brief was to develop a calendar for Audi clients. The calendar should differ greatly from other car calendars and position Audi as innovative and modern.
Description of how you arrived at the final design:
When Audi introduces a car calendar, that calendar has to be just as innovative as the brand itself. Audi should not merely say “Vorsprung durch Technik” (Leading through technology) but prove it as well.
Indication of how successful the outcome was in the market:
25,000 calendars were sent out. So far, the app has been downloaded 23,448 times. This means that most of the people who received a copy of the calendar have downloaded the app to experience “Vorsprung durch Technik” in a new dimension. Audi received numerous response mails from enthusiastic clients. Just one person obviously didn´t get it. He wrote an e-mail saying thank you for the lovely landscapes.
Advertising Agency: Neue Digitale/Razorfish , Germany
Managing Director: Sven Kuester, Sascha Martini
Creative Director: René Lamberti, Fabian Roser
Art Director: Kathrin Laser
Copywriter: Stephan Deisenhofer
Concept: Steffen Staeuber
Copywriter: Alexander Ardelean
Designer: Bartosz Elsner
Designer: Florian Uihlein
Interactive Designer: Jens Lembke, Julien Pietri
Programmer: Dennis Hantke, Dirk Tech
Technical Manager: Mathis Moder
Technical Director: Paul Schmidt
Account Manager: Kristina Klein, Dorte Luecker
Animator: David Loehr
Brief: We developed a promotional campaign, targeted towards innovators and early adaptors in the market, by giving them an opportunity to try out the new innovations by using new innovations. We published a print ad as a test road in Norways leading magazines inviting potential costumers to download an iPhone app and try out the innovations for themselves.
Creative Idea: Volkswagen dealers invited potential buyers to download a free application and told that they could test drive the new Volkswagen Passat in tomorrow’s newspaper. Advanced driving assistance systems and safety solutions can be difficult to explain. Therefore, we let customers try out the innovations themselves, by launching an app that allows them to test drive a car with an ad as a testroad. It was easy for Volkswagen dealers to send out the link to customers that already was Passat owners. By clicking on the dealer button, they found the nearest dealer for a real test drive.
Results: The day after the SMS was sent to potential customers, the application was number one of the downloaded applications in AppStore Norway, in the category Utilities. Volkswagen dealers received hundreds of requests for a real test drive. Anyway. This solution should do more than lead to measurable numbers, it should consolidate Vokswagens position as the most innovative car brand. According to surveys done in the Norwegian market, Volkswagen has increased awareness of their pay off, innovations to the masses. Volkswagen Passat is Norway’s most sold car so far this year.
Advertising Agency: TRY Advertising, Oslo, Norway
Copywriter: Petter Bryde
Art Director: Thorbjorn Ruud
Account Director: Morten Polmar
Account Manager: Cathrine Wennersten
Copywriter: Eva Sannum
Art Director: Markus Lind
Account Director: Ole Hustad
Copywriter: Jonas Grønnern
Account Director: Lars-Kristian Harveg
Mac Designer: Ole Jakob Boe Skattum
Mac Designer: Thomas Braten
Production Company: Mobiento (Mobiento)
Buenos Aires, June 2011. Under the concept “Love is out there. If we get organized, there’s plenty for all”, Ogilvy Interactive developed “Singles Finder”, a brand new application created for its client Zonacitas.com, the major argentine portal to find the perfect date. Buenos Aires is one of the cities with the best nightlife of the world, with thousands of bars, discos and pubs. Yet sometimes, having so many options is a problem to find and meet single men and women. Today is available in Buenos Aires “Singles Finder”, a free Smartphone App accessible in iTunes Store that gives you the exact amount of single prospects in each location. Because if you want to meet single people, first you have to know where they are. And the best part is to know it, before buying your ticket.
Advertising Agency: Ogilvy, Argentina General Creative Director: Gaston Bigio Interactive Director: Ramiro Dirube Interactive General Creative Directors: Gastón Schaefer, Martín Garrocho Digital Projects Director: Pablo Endler Copywriter: Ignacio Jardon Art Director: Diego Bertagni Illustration: Diego Grandi Developer: The App Master
Advertising School: Miami Ad School, Brooklyn, USA Instructors: Jay Zasa Art Director: Sean Tiraratanakul Copywriter: Ross Wolinsky Published: May 2011
Advertising Agency: DCS, Porto Alegre, Brazil
Chief Creative Officer: Roberto Callage
Creative Director: Grace Meurer
Art Directors: João Pedro Vargas, Daniel Simon, Guilherme Possobon
Copywritter: Marjorie Yamaguti
Account Manager: Lúcia Záchia
Account Supervisor: Angélica Collet
Media: Sabrina Monteiro
Media Media Supervisor: Ricardo Pilla
Music credits: “El Hombre Gamba” by LOS TIKI PHANTOMS
During last winter, TUI, one of the biggest tourism firms in Germany, launched a special action to promote the brand. The “Bad Weather Vacation”: the very first bad weather competition! A mobile app tracked your position and your current weather conditions by connecting to weather stations. You had to check-in your weather conditions and the worse they were, the better your score. After a month, the person experiencing the worst weather in Germany won a great holiday in the Dominican Republic.
Advertising Agency: Jung von Matt/Alster, Germany
Executive Creative Director: Götz Ulmer
Creative Director: Michael Ploj
Art Directors: Andres Maldonado, Tommy Norin
Copywriters: Salvatore Russomano, Georg Muehl
Accounts: Alexander Kerkow, René Requardt
Motion Graphics and 3D: Lucas Zanotto
Programming: Clanmo
Programming:Christian Roeingh
Published: January 2011
Leo Burnett Iberia launched a new app called Fiat Street Evo. It’s an app that recognizes traffic signs and transforms them into features of the new Punto Evo. The app recognizes traffic signs as if they were QR codes and it associates each sign with a feature directly related to that sign. For example; a STOP sign will tell the user all about the new breaking system, a CURVE ahead sign will tell the user that the car has an intelligent lighting system that guides you in curves. And the list goes on with every feature of the car.
Advertising Agency: Leo Burnett Iberia, Madrid, Spain
Executive Creative Director: Chacho Puebla
Creative Director: Francisco Cassis, Sergio Lobo
Copywriter: Francisco Cassis
Art Directors: Fred Bosch, Sergio Lobo
Interactive Creative: Fred Bosch
Creative Advisor: Tura
Head of Digital: Asier García, Victor Moreno, Alfredo Laguia
Head of PR: Sarah Okrent
Head of Programming: Victor Moreno
Account Supervisor: Asier Garcia, Felipe Garcia
Audiovisual production: Hugo Lage, Rui Lousão
Advertising Agency: Net#work BBDO, South Africa
Chief Creative Officer: Mike Schalit
Executive Creative Director: Ivan Johnson
Creative Director: Alexis Beckett
Copywriter: Johann Schwella, Mike Pearson
Art Director: Alexis Beckett
Business Unit Director: Karen Carr
Production: Clinton Mitri, Daneel Malgas, Ground Glass, Prezence Digital, Barry White
