Introduction

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. Here’s how we did it.

Ambient

The customised 18-wheeler truck carrying the new Audi A3 Sportback doubled up as outdoor advertising for the campaign and sent people to the microsite.


Television Commercial




Radio - Miss Daisy

Radio - Old School



Microsite

We designed, built and crafted an Audi A3 Exchange microsite. Here people could enter, choose their Exchange City and monitor the truck’s progress in real time. We used HTML5 parallax scrolling to seamlessly take people through the entry process and some of the main features of the new A3.

 

Launch Site

  • Microsite
  • Microsite
  • Microsite
  • Microsite
  • Microsite
  • Microsite
  • Microsite
  • Microsite
  • Microsite
  • Microsite
  • Microsite
  • Microsite
  • Microsite
Microsite

Microsite
Microsite
Microsite
Microsite
Microsite
Microsite


Mobile

We took the key components from the microsite and created an enhanced user experience for mobile.

Mobile

Mobile


Social Media

For 3 weeks people tweeted to get the truck to come to them. Each tweet showed how much people would rather drive an Audi A3 Sportback than the car they were driving.

Twitter

  • Twitter
  • Twitter
  • Twitter
  • Twitter


Social Media

For 3 weeks people tweeted to get the truck to come to them. Each tweet showed how much people would rather drive an Audi A3 Sportback than the car they were driving.

Twitter

Microsite Microsite
Microsite Microsite




Live Event

After 3 weeks, more than 50 000 tweets guided the Exchange Truck to its final destination – Jo’burg. Three finalists were selected and put through a series of challenges in our live event. Each challenge tying back to the A3 TV ad. We filmed the challenges and the winner exchanging his BMW for the new Audi A3.

The Results

Over the 3 week campaign period, 11 310 people entered to exchange their own car. 82% of which drove our direct competitors cars.

We generated over 50 437 tweets about the campaign and Audi South Africa was trending on Twitter within 5 hours of the campaign going live.

We increased our Twitter following by 68% within the 3 week campaign period.

The number of Page Likes on the Audi South Africa Facebook Page increased by 2525 fans.

We had a total of 56 730 views of the Audi A3 TVC on YouTube.

We 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.

The best thing about the campaign: each and every interaction proved that no matter how much South Africans love their own cars, they’d happily give them up for a new Audi A3 Sportsback.


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