Audi
Over the past four and half years as digital agency of record and collateral agency of record our work has sold a record 400,000* cars in the US. We have launched 28 new model variants in the same time frame and moved Audi from a dark horse in the luxury automotive sector to a clear winner. Our work product has cascaded from the web to showroom to dealer training and consumer education. Our technologies run the gamut from web systems, configurators, lead capture to inventory display and iPhone apps. At the same time, we’ve moved Audi from a digital dinosaur to the Luxury Labs Number One ranked automotive brand world wide.
Audiusa.com
It could be the biggest, most comprehensive project Factory has ever undertaken. It was blood, sweat and tears for the last 18 months. It touched practically everyone in the agency. And on June 15th, it became a reality. The all-new audiusa.com launched, not just successfully, but also in ways that now makes it one of the premier automotive websites today. Alongside a rich, more intuitive shopping experience, the new audiusa.com features a unique, consumer-minded approach to both image selection and written content. Plus, with seamless integration of dealer and Dealer Ad Group regional sites, CGI technology for dynamic model viewing, the most HD video content of any automotive site, an industry-leading vehicle search and an overall commitment to the progressive nature of the Audi brand, the new Audi of America site is on its way to redefine the luxury automotive online experience. Please take a moment to check out everything the new site has to offer by visiting audiusa.com.
A8 Introduction Brochure
Supporting the highly anticipated release of the all-new Audi A8, we designed an introduction brochure to excite consumers about the upcoming vehicle. The brochure features stunning photography, preliminary package information and detailed performance specs. In other words, it delivers an exclusive preview to the power, luxury and design of Audi's flagship vehicle, which hits the market later this year.
A8 Point Of Sale
To support the launch of the new Audi A8, Factory focused a portion of its communication efforts at ground zero - the Audi dealership. Custom window clings, banner stands and posters were produced and distributed at dealerships around the country. The materials featured innovative Audi technologies such as ASF®, the all-new MMI® touch and Audi night vision assistant.
Audi A8 iPad
With the help of Factory Design Labs, a new Audi A8 app has been set into motion. The free app was launched on November 10, 2010 and has already surpassed 6900 downloads. The app offers customers an immersive virtual experience including embedded video that explains key points of the vehicle while interactive, custom CG tools help consumers explore features and enjoy a robust configurator experience. Along with the consumer version, a separate auto show version was created. This custom app has the A8 app embedded into it, but will feature other models for auto show enthusiast to experience.
Download the free app today from iTunes or visit a flagship A8 dealership near you and experience it in person.
A8 Brand Site Tools
The new Audi A8 is here. And with it comes a new experiential landing page at audiusa.com. Users can experience 'Truth in Engineering' first hand with an interactive custom configurator that allows interested consumers to build a custom A8, save their configured car and sign up for a free test drive at a local dealer.
A6 Car and Driver Support Banners
The Audi A6 was recently named the number one luxury sports sedan by Car and Driver. To help communicate the impressive accolade, we designed and developed a banner campaign using direct quotes from the article. Ultimately, the banner communicates that the praise behind the A6 can barely keep up, just like the competition (Mercedes and BMW). The banners are featured on a number of leading car shopping sites including Edmunds, Yahoo Autos, MSN Autos and BlueKai.
Car and Driver POS Materials
In the past few months, Car and Driver recognized the Audi Q5, S4 and A6 with prestigious Best in Test reviews. In order to promote the recently minted Audi models, we created a series of banners, window clings and frame inserts for Audi dealerships around the country.
A6 Conquesting Banners
This month, we continued our car shopping banner campaign with the addition of A6 specific banners. Designed to take on the BMW 535i, the banners challenge the notion of BMW'S brand campaign: "Joy" as well as the 535i's campaign: "Beauty". All three versions of the creative will run at the same time in order to determine which execution is most effective.
A5/S5 Cabriolet Pre Launch
We recently created a pre-launch piece that piqued interest in the brand new Audi A5 and S5 Cabriolets, which will be released this fall. The pre-launch offers an exclusive look into the striking design and advanced technology features of the yet-to-be-released Cabriolets while covering everything from the drivetrain specs to the overall exterior design.
Truth in Engineering
As the new A4 came online, Factory launched new animation of a black A4 to replace the previous A5. Factory also launched a new online module, "Truth in Progress", to house the Living Room television commercial. Factory will be adding a video to this module later in the month offering consumers insight into the proof of the "biggest, fastest, and most efficient" claim.
A4 Catalog
The first of an entirely new communication and design direction, the consumer catalog for the entirely new A4 sets the tone and look for the rest of the 2009 collection. Its role is central to the launch of the new A4, which already has been met with widespread praise for its superior fuel economy, power and design.
A4 Launch Kit
Arriving in dealerships in August, this specially designed dealer communication piece consists of 3 books that focus on the product, marketing and launch information for the new A4. Collectively, this launch kit is intended to inform and engage dealers and build excitement for the launch of the A4.
A4 B8 Banners
To support the launch of the new A4, Factory has created two banner ad concepts that drive brand awareness and traffic to the A4 microsite. Banners are live on ESPN.com, NBCOlympics.com, local NBC affiliate websites and car shopping sites such as carsdirect.com and autotrader.com. Concepts include a banner which utilizes straightforward headlines to communicate the superiority of the A4, while the second employs the tactic of conquesting.
A4 Showroom Point of Sale
To assist consumer communication of the tangible and dramatic benefits of the A4 relative to the competition, each banner focuses uniquely on efficiency, space, technology, and acceleration.
A4 iPhone Application
Taking the excitement of the new A4 to mobile media, Factory developed a driving-based game entitled the A4 Driving Challenge which utilizes the iPhone's accelerometer (motion sensor) to control the all new Audi A4 through a series of progressively challenging courses. Players maneuver the course, racing against the clock to beat their own personal best time. The application reinforces Audi's commitment to progress and innovation. It is the first iPhone application released by an automotive brand.
Get the free app from iTunes.
A4 Cabriolet Catalog
The consumer brochure for the 2009 Audi A4 Cabriolet is now in-market. The brochure extends the showroom experience by offering consumers an in-depth look at everything there is to love about the A4 with the top down.
A3 Super Bowl Campaign
For the third straight year, Audi of America ran a highly anticipated Super Bowl commercial. The ad, titled "Green Police" highlighted the fact that you don't have to sacrifice performance, luxury or style in order to live an environmentally conscious lifestyle. We continued the story online with a site takeover that included a TDI® introduction video, TDI® fuel savings calculator as well as downloads of the "Green Police" commercial and "Green Police" song by 70's rock legends, Cheap Trick. And on the day of the big game, nearly 100,000 visitors came to experience what the Green Car of the Year®, the Audi A3 TDI®, is all about. With those kind of numbers, it's no wonder why "Green Police" was named the second most watched ad of all-time by the Nielsen Company.
A3 Green Car of the Year® POS Materials
In order to promote the A3 TDI® and it's Super Bowl appearance, we created a set of point-of-sale materials for Audi dealerships around the country. The banners, window clings, frame inserts and posters celebrate the luxury, performance and efficiency of Green Car Journal's 2010 Green Car of the Year®.
A3 TDI Banners
With the football season in full force, we set out to create a football-oriented A3 TDI integrated campaign to complement the campaign's Yahoo Sports media buy. The campaign, comprised of banner ads, an Audiusa.com update, model page updates and Facebook components, relates TDI statistics to football-specific statistics as well as side-by-side vehicle MPG and fuel savings comparisons.
R8 Book
It is with great excitement we announce the final execution in the 2010 Audi Brand Collateral library: The all-new R8 hard cover book. This exclusive book provides an inside look into the R8 4.2 and 5.2, as well as the technical and historic achievements of Audi. These books have been delivered to R8 certified dealers around the country and help solidify Audi as a best-in-class brand and the R8 as a supercar to be reckoned with.
Iron Man 2 Microsite
Two years ago, we partnered with Marvel to create the first Audi/Iron Man microsite. This year, we took that partnership to the next level with the launch of that site's sequel. Designed on a 3D platform, the all-new Audi/Iron Man 2 microsite includes an introduction video, custom sound design, CG animation and exclusive videos to create a full interactive experience. In the 3D environment, users can explore the innovative technology that unites the R8 Spyder and Iron Man suit. The site also includes the Tony Stark Innovation Challenge, where users can share their idea with the world for a chance to win $15,000 and live the Tony Stark lifestyle.
Q7 TDI Launch
In tandem with the launch of the revolutionary new Audi Q7 TDI, Factory created a comprehensive clean diesel technology online campaign. Rooted in changing the conversation about diesel, the campaign includes a microsite, brand site homepage treatment, online banners, a Nature Conservancy cause and launching later this month, a game that is played exclusively through Facebook. In addition to the campaign, users are encouraged to explore the TDI conversation through a specially designed social aggregator on Audiusa.com. The aggregator distills all of the online TDI conversations, including feeds from twitter, blogs and Youtube into a unique and intuitive platform.
Q7 Poster
To support the release of the redesigned 2010 Audi Q7, we designed a showroom poster that showcases key model updates: Enhanced exterior highlights and signature LED exterior lighting.
Q5 Pre-Launch
Developed for auto show use only, the Audi Q5 Pre Launch gives readers an exclusive glimpse into the world of the Audi Q5, a new addition to the Audi model family. Highlighting images of the luxurious interior and distinctive exterior, consumers get a unique hint for Audi's first venture into the crossover category.
Q5 Catalog
This month, a consumer catalog featuring the all-new Audi Q5 will arrive in dealerships throughout the country. As the first crossover vehicle developed by Audi, the new Audi Q5 catalog has particular significance. We focused on the fluid design, extraordinary power, unmatched luxury and legendary Audi innovation that the Audi Q5 perfectly balances.
Q5 Banner Stands
To support the long awaited launch date of the Audi Q5, a series of banner stands were recently placed in dealer showrooms around the country. The stands showcase the Audi Q5’s standout exterior design as well as its innovative technology, including the LED taillights, 3-D MMI®, Audi Drive Select and quattro® all-wheel drive.
NCAA March Madness Banners
In addition to last month’s Academy Award creative, the Audi Q5 campaign continues on CBSSports.com, the home of the NCAA Tournament. The campaign celebrates the Audi Q5’s unmistakable design in a category that is anything but mistakable. Additionally, we recently launched an Audi Q5 iPhone site where mobile users can experience the Audi Q5's design, performance and technology features directly from an iPhone.
2011 MYCO Launch
August 9th marked the launch of the new 2011 Model Year Change Over. It was quite the endeavor with more than 250 new pages of entirely new content including 1,300 new images along with numerous sections of fresh copy. In fact, there were more than 1,700 data points just in the specifications and features section.
Additionally, a completely new user experience was created with new model landing pages that feature customer-centric navigation and features that help users understand the value of the Audi trim levels.
New car story pages were also included. They feature custom stories for each model as well as positioning the vehicles within the Audi lineup and the overall category. Factory also created a new eBrochure solution that allows the viewer to download and share functionality.
Check it out: http://models.audiusa.com/a4-sedan
2011 Model Year Audi Brand Collateral
On July 30, Factory delivered the 2011 Audi vehicle brochures to Audi dealerships around the country. The brochures showcase the individual vehicle's design, performance, technology, and available options that make each model unique. This year the brochures include an entirely new section dedicated to innovative Audi technologies.
Audiusa.com 2010 Product Launch
Picking up where we left off on the launch of the entirely new audiusa.com, we continued the effort with a full update for the MY2010 Audi product line. On August 6th Factory launched the first batch of Audi models on audiusa.com. The work continued until August 13th when the entire brand site was updated to feature the 2010 model line-up. In addition to the model updates, audiusa.com featured two key updates. The first is the S4 homepage treatment, which celebrates the launch of the new S4 with a video animation that was inspired by the S4 "urban carving" TV spot. The second update are the new CGI "fly-arounds" featured on select model landing pages.
Order Binder Inserts
Audi Order Binder Inserts work as a quick reference guide to assist dealers in the exterior colors, interior colors and wheel options customers can receive with every Audi model.
Truth in 24
Truth in 24 is a documentary about Audi and its remarkable history in the 24 Hours of Le Mans race. Calling on our expertise of both entertainment and automotive interactive design, Factory created a microsite, movie trailers and an integrated banner campaign promoting the film as well as the drivers, cars and technology behind the race. The microsite and trailers launched on November 17th.
View the site here.
Truth in 24 Banners
As the success of the Truth in 24 film moved into a primetime ESPN airing, we set out to support the event with a series of banners. The banners call attention to the Audi R10 and its story in one of the world's most respected feats of endurance, the 24 Hours of Le Mans race. Banners were featured on AutoWeek.com, AOL and Jumpstart.
TDI Calculator
Alongside the TDI® campaign and Coast to Coast Rally Facebook game, we created a TDI® calculator. Found within the TDI® campaign microsite, the calculator allows users to compare a non-TDI® vehicle to the Audi A3 TDI® or Audi Q7 TDI® in order to see the economical and environmental savings you would experience over the course of a year.
View the site here.
Technology Microsite
Factory launched a complete re-design of the technology microsite on 9/30. After selecting your model, in-depth video tutorials inform users in the functionality of exclusive Audi technology such as MMI, HomeLink and iPhone connectivity. The site will be refreshed with sixth new tutorials throughout the month of October.
View the site here.
iPhone Technology Microsite
In a synchronized effort, Factory created a corresponding technology microsite for the iPhone, which can be accessed via the microsite or a direct link on your iPhone.
View the site on your iPhone.
Q5H
Over the past several weeks, the term Q5H was whispered around our office. And only a few really knew what it meant. Why? Because Q5H was a codename for the all-electric Audi eTron revealed at the Frankfurt Auto Show on 9.15.09. To support the secrecy and anticipation around this revolutionary new vehicle, we teamed with Audi AG's interactive agency, Nueue Digitale, to create a website around the concept of "Electricity Untamed." We designed and developed the intro flash animation and a buzz aggregator that captures Twitter, YouTube, Flickr and blog content around the brand new vehicle.
In addition to the microsite, we updated the Audiusa.com homepage flash theater with both pre-launch creative before 9.15.09 and added post-launch creative afterwards. We also bolstered the site with Facebook updates within the Audi Revealed Tab on the official Audi Facebook page.
View the site here.
CPO Brochures
Maintaining our dedication in communicating the quality of Audi's CPO program, Factory has released a stand-alone brochure and a point of sale tri-fold piece informing prospective customers to the advantages of purchasing a Certified Pre-owned Audi.
The Season of Audi
Around Factory, there’s no better indication of the approaching holiday season than kicking off the Season of Audi creative. In support of this year’s sales event, we updated audiusa.com with a homepage treatment featuring signature Audi LED headlights and the message "Have the best lights in your neighborhood." We also developed a supporting banner campaign that will run across national, DAG and dealer sites until the New Year. The Season of Audi holds as much importance in the dealership as it does online. We designed three distinct point-of-sale pieces showcasing the Audi A3 TDI, A4, Q5 and Q7 models. Throughout the event, dealerships across the country will feature a window cling, poster and table toppers to drive awareness about the exceptional offers on Audi models during the holiday season.
Season of Audi Showroom Posters
Promoting this holiday season's sale, The Season of Audi, Factory designed a series of showroom posters that feature the A6 and the Audi Q7.
Progressive America Banners
In a supporting effort of the Presidential Inauguration of Barack Obama, Audi of America sponsored a number of websites that documented the historic event. Audi's presence was evident, as the live feed on sites like Washington Post, Slate, MSNBC and ABC News were offered with limited to no interruption. To support this effort, Factory created a series of Progressive America banner ads that celebrated the meaning of progress.
Summer of Audi Point of Sale
In supporting the Summer of Audi in the retail space, Factory designed three distinct point of sale pieces. During the sales event dealerships around the country will feature a window cling, poster and table toppers to drive awareness about the exceptional Audi offers this summer.
Summer of Audi
To support the special lease offers during the annual Summer of Audi event, Factory created a number of specific online and in-dealership executions. In the online space, banners drive to individual dealer sites whereby dealers can promote the extraordinary promotional offers.
Within the showroom, dealers around the country will use window clings, posters, table toppers and banners to support and promote the exceptional Audi offers this summer.
Olympics Campaign / Truth in Motion
With the Winter Olympics just around the corner, we've been busy creating the first phase of the Audi Olympics campaign for the documentary film Truth in Motion: The U.S. Ski Team's Road to Vancouver. To promote the film's January 30th airdate on NBC, we developed a number of online executions. They include the Truth in Motion brand site and mobile site, as well as a series of banner ads with built-in "Save the Date" widgets, which save the date directly to your computer's calendar. We also developed a Facebook page aggregator, which delivers all of the U.S. ski team's Facebook, Twitter and blog posts into one place.
Offline, Audi challenged us to match our efforts with an in-store poster to promote the film. The poster is currently on display in Audi showrooms around the country and includes takeaway versions for customers interested in the film.
View the trailer here.