Audi - Audi Hong Kong

Project

Audi A7 Sportback Online Campaign

Services

• Campaign Site
• iPad Application
• Online Registration Form
• Facebook Promotion Game (themed by HKIFF)
• eDM

Introduction

The new Audi A7 Sportback – accompanying an idea from inspiration to implementation. A profile composed from the simplest of sketches. Above the defined wheel arches, this strikingly sharp dynamic line stretches across the whole length of the vehicle. It gives the Audi A7 Sportback a unique excitement; it gives the idea and concept for the pages we create. To deliver our promotional message to the accurate target segment in Hong Kong market, we focus on the microsite and iPad app development to the new media atmosphere. Nothing is more inspiring than the view ahead. Here we develop the first iPad app presented by Audi Hong Kong.

Outcome & Challenge

Theme: Ride on its tagline “Nothing is more liberating than a blank piece of paper”, the public tour to Audi’s internal area is arranged for all RSVPs to visit the place where every great idea is born. Starting with a TVC opening, an invitation form comes next for all guests to register and get a journey of discovery for Audi A7 Sportback. So here you can knock their door for your own visit and start the tour.

HTML based website: In order to cater most popular browsers and mobile devices, the site contents are developed by HTML5 so that audiences can also access it by using iPhone and iPad as well.

Transition: Our public tour brings audiences to visit and learn more about A7 from those content filled papers on the working table. They can find all-around information about this new A7 in the views of exterior, interior design and its performance. To experience something real, the next flow is a test drive registration and finally they can download its catalogue, specification sheet and even the featured wallpaper once if they would like to explore more..

Accessories: Apart from papers, those accessories on the table represent the key navigation for the whole site:
Pencil – appears throughout the site; indicated the next flow for the tour
Compass – shortcut for the 360ﾟ views of A7
Car key – shortcut for the test drive, the linkage from the web accessing to the real driving experience
iPad – redirect link to iPad App Store for audiences to download A7 Hong Kong’s iPad app

iPad Application: Idea a bit twisted from the theme of the microsite, an A7 themed sketchbook is utilized to present all its contents with flip book animation. Belong to your own book, audience can personalize their name and email in the cover page. Other customized tools such as A7 configurator, wallpaper as well as A7 news can also be found in this app.

Facebook Promotion Game: A joint promotion Facebook game themed by HKIFF is aimed for pushing the launch news of A7 Sportback (also it has been selected to provide prestigious limousine service to its list of VIPs of the industry and celebrities for the event). With the simple game flow, a matching game is designed for players to get the chance and win the HKIFF tickets.

Achievements (for campaign site)

Total Visits: 15,638 Visits (From Feb 14 – Mar 24, 2011)

Number of visitors using mobile devices: 1,173 (From Feb 24 – Mar 24, 2011)