Audi - "Catch the Unseen"

Åkestam Holst /NoA

Åkestam Holst /NoA Stockholm, Suécia

Prêmios

36986

Marca: Audi
País: Suécia

Anunciante: Audi

Titulo	Catch the Unseen
Agência	Åkestam Holst /NoA
Campanha	Catch the Unseen
Anunciante	Audi
Marca	Audi
Data da primeira Transmissão/Publicação	2016 / 2
Sector Empresarial	Automóveis
Filosofia	We launched Catch the Unseen. A campaign where we challenged everyone to explore Sweden and take the photo furthest away from any other geo tagged photo.We created an algorithm that collected themetadata from Instagram and mapped all the geo tagged Instagram photos thatever been shot. By tagging your photo with #CatchTheUnseen and @AudiSweden, the algorithm could find the nearest Instagram photo and determine the distance to it. The winner was the one who took the photo with the largest distance to any other photo.
Problema	The brief was to promote Audi’s powerful four-wheel drive, quattro. One that enables drivers to reach the most inaccessible places. No matter the road condition, terrain or weather. Insight:Sweden is full of beautiful unexplored wide-open places that haven’t been documented. That’s despite the fact people share and uploads more than 60 million photos a day. Photos that contain lots of information including the geo position of where they were shot.
Resultado	- We reached more than 500 000 Instagram users. - The campaign site got more than 60 000 visitors. - The perception of Audi being the leading brand in four-wheel drive increased by 24 percent. - The amount of people preferring Audi in the premium car segment increased by 64 percent.
Tipo de Mídia	Interatividade
Comprimento	117 seconds
Director criativo	Andreas Ullenius
Director de arte	Michal Sitkiewicz
Director de arte	Eva Wallmark
Redator	Rickard Beskow
Producer	Johan Eklund
Diretor dos Negócios	Tom Hedström
Planeador	Jerker Winther
Account Manager	Jennie Strinnhed
Account Manager	Mirja Hjelm