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Direct Marketing - Consumer

Gold Winner

Entrant: Philipp und Keuntje, Hamburg

Audi A8
"Audi Test Drive Cube"

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Corporate Name of Client: AUDI AG
Agency Account Supervisor: Tanja Heier
Agency Account Directors: Julia Rüsken/Laura Popiol
Agency: Philipp und Keuntje, Hamburg
Chief Creative Officer: Hartwig Keuntje
Executive Creative Director: Diether Kerner
Creative Director: Simon Jasper Philipp
Copywriters: Tobias Schröder/Adrienne Tonner
Art Directors: Nicolas Winkelmann/Simon Jasper Philipp
Agency Producer: Axel Leyck
Designers: Nicolas Winkelmann/Simon Jasper Philipp/
    Arndt von Hoff
Photographer: Daniel Wolcke
Animator: Gero Kleist
Head of International Marketing Communications at AUDI AG:
    Giovanni Perosino
Project Leader Advertising & Digital Communications at AUDI AG:
    Sascha Scholz
Technical Director: Holger Norden
Director: Ole Ziesemann
Cameraman: Peter Riis
Film Production Company: Markenfilm Crossing, Hamburg
Digital Production Company: Nerd Industries, Hamburg
Production Company: Cross Marketing Produktion, Unterschleißheim

Concept/Cultural Reference:
The task was to draw attention to the new Audi A8 and to generate test drives. The major challenge: activating a target group that is hard to reach and hard to convince.
For this purpose, we developed the Audi Test Drive Cube: a device that brings the test drive directly to the customer without having to arrange an appointment in advance.
Activating the Cube using the start-stop button starts the countdown and sends a GPS signal to Audi. After precisely 90 minutes, the new Audi A8 is delivered right to the customer for a 24-hour test drive – wherever he happens to be.
In the first six weeks, we achieved a 100% response rate. That means every single Cube delivered generated a test drive with the new Audi A8. Almost every fifth customer who activated the Cube bought a new Audi A8, marking a conversion rate of 19%.