The Future is Now
“Vorsprung durch Technik” – advancement through technology – has long been Audi’s mantra. With a new wave of innovation (particularly in electric vehicles), and challengers such as Tesla bringing exceptional change to the auto market, Audi wanted to restate its smart-tech credentials and investigate how technology is changing the world we live in.
The brand’s new “Sixth Sense” campaign featured 12 innovations that together act as a driver’s sixth sense, helping him or her do everything from park to anticipate oncoming traffic. So we needed to draw a connection between technological innovation and the senses, to show how the two are inextricably linked.
After all, many of humanity’s biggest inventions have extended the capabilities of our five senses – whether it’s a light bulb helping us see in the dark or a telephone allowing us to communicate across vast distances.
Insight and research into The Times and Sunday Times audience discovered that 420,000readers were planning to buy a new car within three months. A combination of emotional and rational messages were needed to demonstrate Audi’s credentials as a technology-driven brand and encourage this audience of tech-savvy, progressive businessmen and women to consider, test drive and purchase one of its cars.
The idea
To show how Audi is leading the way in technology, we found pioneers doing trailblazing work in the sensory spheres and took an in-depth look at how innovation and imagination is shifting our understanding of touch, taste, smell, sound and vision.
This meant travelling to Berlin to meet scent artist Sissel Tolaas in her laboratory, where she creates smells that can do anything from bring back memories to repel unwanted suitors, paying a visit the Victoria and Albert Museum in London to see Julian Melchiorri’s oxygen-creating chandelier in action, tuning intoGeorge Philip Wright’s musical synthesiser that can turn an individual’s voice into a complete orchestra and investigating Andrew Steele’s DNA Fit - an innovation that tests your DNA to find out which foods will improve your health. Through a series of videos and features, we showed how these inspiring individuals are changing the way we live.
The SundayTimes Magazine published a dedicated “Future of Transport“ edition, which included a bespoke cover wrap, created exclusively for Audi. This featured aCGI visual of the new Audi A8 and a breakdown of its innovations to show Audi’s technological prowess and underline its association with the future of transport.
The results
The campaign reached 2.93m adults, increased Audi’s brand favourability by 14% and outperformed targets on all fronts.
Of those exposed, 67% said they “would recommend Audi”. That’s more than double our 28% benchmark.
Net recall of the campaign reached 37% compared with our 30% goal.
Credits:
Creative Direction: Sachini Imbuldeniya, Creative Leads: Jen Hahn and Tim Hemming, Director of Photography: Matt Glynn, Photography: David Ellis, CGI: Bolder Creative, Design: Dan Neather
The Future is Now
“Vorsprung durch Technik” – advancement through technology – has long been Audi’s mantra. With a new wave of innovation (particularly in electric vehicles), and challengers such as Tesla bringing exceptional change to the auto market, Audi wanted to restate its smart-tech credentials and investigate how technology is changing the world we live in.
The brand’s new “Sixth Sense” campaign featured 12 innovations that together act as a driver’s sixth sense, helping him or her do everything from park to anticipate oncoming traffic. So we needed to draw a connection between technological innovation and the senses, to show how the two are inextricably linked.
After all, many of humanity’s biggest inventions have extended the capabilities of our five senses – whether it’s a light bulb helping us see in the dark or a telephone allowing us to communicate across vast distances.
Insight and research into The Times and Sunday Times audience discovered that 420,000readers were planning to buy a new car within three months. A combination of emotional and rational messages were needed to demonstrate Audi’s credentials as a technology-driven brand and encourage this audience of tech-savvy, progressive businessmen and women to consider, test drive and purchase one of its cars.
The idea
To show how Audi is leading the way in technology, we found pioneers doing trailblazing work in the sensory spheres and took an in-depth look at how innovation and imagination is shifting our understanding of touch, taste, smell, sound and vision.
This meant travelling to Berlin to meet scent artist Sissel Tolaas in her laboratory, where she creates smells that can do anything from bring back memories to repel unwanted suitors, paying a visit the Victoria and Albert Museum in London to see Julian Melchiorri’s oxygen-creating chandelier in action, tuning intoGeorge Philip Wright’s musical synthesiser that can turn an individual’s voice into a complete orchestra and investigating Andrew Steele’s DNA Fit - an innovation that tests your DNA to find out which foods will improve your health. Through a series of videos and features, we showed how these inspiring individuals are changing the way we live.
The SundayTimes Magazine published a dedicated “Future of Transport“ edition, which included a bespoke cover wrap, created exclusively for Audi. This featured aCGI visual of the new Audi A8 and a breakdown of its innovations to show Audi’s technological prowess and underline its association with the future of transport.
The results
The campaign reached 2.93m adults, increased Audi’s brand favourability by 14% and outperformed targets on all fronts.
Of those exposed, 67% said they “would recommend Audi”. That’s more than double our 28% benchmark.
Net recall of the campaign reached 37% compared with our 30% goal.
Credits:
Creative Direction: Sachini Imbuldeniya, Creative Leads: Jen Hahn and Tim Hemming, Director of Photography: Matt Glynn, Photography: David Ellis, CGI: Bolder Creative, Design: Dan Neather
