2017 saw the launch of the brand-new Audi A5 (Coupe, Cabriolet and Sportback). The challenge was to successfully launch and generate leads at a time when the luxury sedan category is in decline (-13% vs 2013).
The luxury sedan market had declined by -13% since 2013, with the category losing its appeal and suffering somewhat of an image problem, often being perceived as old fashioned.
With the Audi A5’s family of luxury sedans to promote, the challenge was to differentiate the new models as a different kind of sedan.
We needed to circumnavigate consumers preconceived ideas of a sedan and take a completely different approach to automotive advertising, which puts the product and features at the centre.
Our audience needed to experience the joys of the Audi A5 before discounting it because it was a sedan. As well as our TV and online campaign, we needed to give them a sensorial experience through media to drive leads.
Neuroscience data backed up our approach. Imagination and Sensation have been proven to increase brand consideration by 47% and this became the guiding light for the overall launch strategy.
It also had a nice synergy with the creative campaign which features the song "Pure Imagination” from the "Willy Wonka & The Chocolate Factory" soundtrack.
Our approach would sit at the intersection of advertising and experience, to extend and enhance the capabilities of the advertising...
To make sure consumers’ impression of our models was not that of a usual sedan, we centred our strategy on stimulating ‘Imagination’ & ‘Sensation’, using sensorial media.
So, we designed a multi-phased media plan with Augmented Reality at the centre of it all.
In a world where automotive ads put the car at the forefront, our strategy aimed to do the exact opposite.
Playing to the cliché of showcasing the latest model of car in high-end malls, we instead built an empty display where consumers were invited to use their imagination and unlock the suite of Audi A5 cars. Using best in class Augmented Reality technology we could ensure as much precision as in reality.
To provide an even deeper sensational experience, we were the first brand in Canada to tap a new-but-rare cinema experience, 4DX - a specially designed seat with the capability to shift, shake and lift, blast its occupant with wind or a spritz of water, and even release scents – all able to match what’s happening on the movie screen. This allowed us to fully immerse audiences with the feeling of driving an A5.
We partnered with FourthWall and targeted premium malls across Canada to showcase our empty display. There, intrigued consumers were invited to unlock invisible Audi A5 cars from a handheld tablet, allowing them to discover multiple Augmented Reality versions of our models, all with precise details and video. Geo-targeted carousel ads on Facebook were used to boost awareness and participation. Participants were then entered into the Audi database to retarget for test drives.
At the same time, we partnered with Cineplex on the latest cinema innovation from 4DX to provide consumers with a sensational experience. To bring to life the advertising campaign being watched on the big screen, 4DX’s motion and environmental effects allowed us to fully immerse the audience even deeper within the ad.
To the memorable soundtrack of Willy Wonka & the Chocolate Factory, our audience were brought into the ad through the 4DX seat’s vibrations, breeze, lighting and scents, emphasising the key attributes which made the spot – and the Audi A5 - unique.
Finally, the entire campaign experience was encapsulated with high reach formats using TV and online video platforms. High-impact engagement units within social media platforms were geared towards creating interest in the car itself, a Canvas format allowed for richer engagement and 360 video on Snapchat maximized shares whilst creating excitement within the category. All engagements were retargeted to generate leads resulting in test drives for the A5.