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Audi R8 Blink [case]

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Credits & Description:

Client: Audi Australia Product: Audi R8 Entrant: Holler Sydney, Australia Idea: Holler Sydney, Australia Production: Holler Sydney, Australia Editor: Jun 24 2016 12:00am Music Artist/Title: https://microsites.audi.com.au... Creative Director: Cyril Louis (Holler Australia) Art Director: Long Truong (Holler Australia) Copywriter: Jonathan Shannon (Holler Australia) Designer: Drew Kilpatrick (Holler Australia) Creative Technologist: Andre Venancio (Holler Australia) Technical Lead: Mike Hazell (Holler Australia) Senior Front End Developer: Kiyo Nishimura (Holler Australia) Back End Developer: Sesh Varigonda (Holler Australia) Head of CX: Vlad Mehakovic (Holler Australia) UX Architect: Matteo Grand (Holler Australia) Executive Producer: Michael Griffiths (Holler Australia) Producer: Mike Montgomery (Holler Australia) Senior Account Director: Trent Ellis (Holler Australia) Senior Account Manager: Charlie Wileman (Holler Australia) Director: Johan Polhem (Chimney) DOP: Tim Tregoning (Chimney) Producer: Rosie Parker (Chimney) Manging Director: Bo Thorp (Chimney) General Manager Marketing: Kevin Goult (Audi Australia) Marketing Communications Manager: Kit Bashford (Audi Australia) Senior Executive Digital & Innovation: Josh Boyden (Audi Australia) Senior Brand Marketing Executive: Karlien McLeod (Audi Australia) Website URL: https://microsites.audi.com.au... Describe the campaign/entry: To convey the performance capabilities of the car we found a more interesting angle than simply showing the car performing at speed. Our creative idea revolved around turning ordinary human blinks into a personal unit of velocity, and in so doing creating an interactive race experience that allowed our audience to feel what the speed of the R8 might actually feel like if they were behind the wheel. In other words, we demonstrated the car’s speed in a uniquely personal way by showing just how much of the road they might miss through blinking while driving at high speed. As we were able to measure just how often each individual blinked, we provide a truly personalised statistic that put the speed of the new Audi R8 into a context our performance car enthusiasts would truly appreciate. Creative Execution: First we consulted with experts at the Journal of Neurophysiology to find out how far the R8 would travel in one human blink. The answer was a staggering 37m. Even though the average viewer blinked only 8 times in a minute, in that time they’d miss a remarkable 130 metres. Armed with this insight, we filmed the Audi R8 travelling down an airport runway. Later, as viewers watched that footage online, we tracked and counted their blinks using their computer webcam. Calculating each viewer’s unique ‘blink count’, we converted the speed of the car into a context not only unique to each viewer, but also easier to understand experientially. The actual distance the viewer would have missed, based on their individual blink count, was revealed to them at the end, giving them plenty of incentive to get behind the wheel of an Audi R8 for real. While the race was only a minute long, on average viewers spent more than 8 minutes absorbed in the experience. The campaign cost was covered in less than a week, with a 390% return on investment in the first month. Our task was to convey the driving experience of the new Audi R8 to male sports car and racing car enthusiasts aged between 24 and 49. We wanted to advertise the high performance capabilities and the raw power of the Audi R8 in a manner true to the values of the brand – reflecting all the ingenuity and sophistication associated with Audi. More than that, we also wanted to capture some of the sheer exhilaration of driving a car of such exceptional performance grace and power. Above all, by showcasing the brand’s flagship sports model we aimed to create a halo effect for the other high-performance models within the Audi RS range.

The Case study titled Audi R8 Blink [case] was done by Marketforce Australia advertising agency for product: Audi R8 (brand: Audi) in Australia. It was released in the Jun 2016.
Advertiser: Volkswagen Group
Brand name: Audi
Product: Audi R8
Agency: Marketforce Australia Holler Sydney Digital Chimney
Country: Australia
Category: Cars
Released: June 2016

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