Audi is one of the most renowned car manufacturers in the world. When the company was looking to build brand engagement for their new Audi A3 Sportback vehicle, they decided to employ a rich media-centric strategy to catch the eyes of their customers.
Their goal was to stimulate brand engagement around their near vehicle. The campaign’s slogan was “vorsprung durch Technik,” which translated to “Progress through Technology.” The company wanted to position their new vehicle as technologically superior to the competition.
Their campaign featured an HTML5 rich media ad for tablets. The campaign featured images of their vehicle and highlighted technical features that would appeal to an audience that used tablets. Designed specifically for a larger screen experience, their tablet campaign ran on the Google App Network.
The campaign was a huge success. The unique user interaction rate was 18%, resulting in a cost per unique user interaction of just $0.07. Users also spent an average of 30 seconds viewing the ad.The campaign was a resounding success for the car maker.