Holler’s ‘Land of quattro’ competition for Audi Australia produces budding director Jem Downing
Audi Australia has announced the winner of its successful interactive 2013 Land of quattro brand campaign created by agency Holler, Sydney.
The brand campaign, which was created by Audi to ask Australians what ‘Land of quattro’ meant to them, saw an impressive 2,275 unique TV commercials produced by friends and fans of the brand.
As part of this major, national campaign users were invited to produce their own version of the company’s TVC with footage of the Audi Q5 ‘hero’ shot from every conceivable angle, using state-of-the-art aerial tracking technology and car mounted GoPros. ‘Directors’ were able to cycle between cameras across multiple locations that epitomised the Australian landscape. They were able to choose vehicle footage down to the second and slice in vision from a broad range of everyday Australian activities to reflect how they live their own lives.
Melbourne-based Downing’s winning commercial was picked by a panel of experts that included Audi’s managing director, Andrew Doyle, and head of marketing, Kevin Goult, Holler CEO Mike Hill, along with Australian actors, Richard Roxburgh and Naomi Watts.
Downing, an Audi A3 owner, will be flying with his girlfriend in Business Class to Germany and Austria for the Audi Ice Experience event, as well as a tour of the brand’s Ingolstadt production facility and historic museum.
The ‘Australia. Land of quattro’ campaign, launched at the end of July, saw more than 150,000 unique visitors head to the specially-developed microsite to interact with the Audi brand.
Audi’s general manager, marketing, Kevin Goult, said the campaign has been extremely successful with more than 880,000 interactions with the site.
Says Goult: “Congratulations to Jem. He produced a very dynamic commercial as part of our Land of quattro campaign, and as a result, he’s heading off to Europe in January 2014 as our guest to experience the very heart of the brand.”
Also as part of the prize, Jem Downing’s Land of Quattro TVC was aired nationally on Sunday with his name appearing in the credits as director.
3 Comments
The site / mechanism was so hard to use, it’s a mark of the brand strength of Audi that they had so many entrants. Not a bad winner too.
…directed? I think the word they’re looking for is edited.
Say whatever you will. This is innovation in action when most agencies are happy to talk the ‘innovation’ talk and then produce the same old crap…
Well done. Good result.