Audi: #AudiA3Exchange Case Study

In the first half of 2013, an 18-wheeler truck drove across South Africa, guided by the tweets of hopeful South Africans. Inside the truck: a new Audi A3 Sportback. Outside: a social media frenzy. The Idea: Audi A3 Exchange. An opportunity for people to exchange their own car for the new Audi A3 that was inside the truck.

The campaign launched with TV, radio, online and the truck itself, all sending people to our microsite or mobi-site. Here people could enter, choose their Exchange City and monitor the truck’s progress in real time.

After 3 weeks, more than 50 000 tweets guided the Exchange Truck to its final destination – Jo’burg. Three finalists were put through a series of challenges. Each challenge was designed to demonstrate a feature of the new A3. The finalist who completed all four challenges in the fastest time got to exchange their car for the new Audi A3 Sportback.

Over the 3 week campaign period, 11 310 people entered to exchange their own car. The campaign generated over 50 437 tweets and Audi South Africa was trending on Twitter within 5 hours of the campaign going live. Audi South Africa generated R3 116 654 worth of earned media. And, most importantly, the interest in the A3 Sportback on the Audi website tripled, resulting in more than 100 real life test drives per week.

Credits
Agency: Ogilvy & Mather Cape Town
Executive Creative Director: Chris Gotz
Creative Director: Nicholas Wittenberg
Associate Creative Director: Tommy Le Roux
Head of Design: Fred Cilliers
Art Director: Martine Hazell, Reijer van der Vlugt
Copywriter: Alex Holmes, Justin Osburn
Motion Designer: Andrew Pullen
TV & Radio Producer: Cathy Day
Digital Producer: Yolanda Snyman
Director: Ian Chuter
Production Company: Platypus
Music & Sound Composition: The Workroom
Developers: Umar Jakoet , Darius de Witt, Siyabonga Makwelo
Managing Partner: Adrian Varkel
PR: Adele Kruger, Natasha McEwan
Event Management: FD Majiet, Nancy Flint