VISUAL SCOPE

Audi-Composing your life

2010-06-28T15:39:00.009+01:00

Type of Entry: Product & Service

Category: Cars & Automotive Services

Title: COMPOSING YOUR LIFE

Advertiser/Client: AUDI

Product/Service: AUDI BIRTHDAY

Entrant Company: CP PROXIMITY Barcelona, SPAIN

DM/Advertising Agency: CP PROXIMITY Barcelona, SPAIN

Creative Credits

Name Company Position

Eva Santos Executive Creative Director

Alba Vence Creative Supervisor

Rodrigo Chaparreiro Art Director

Amanda Muñiz Client Service Manager

Blanca Led Accounts Executive

Laura García Accounts Executive

Describe the brief from the client:

Having a good, updated Database is the key to every good loyalty program, but nowadays, the ratio of questionnaire forms being filled out is decreasing. How to reverse this situation? How to get clients to provide their data when they don’t understand why they should? And, above all, how to obtain more e-mail addresses from our clients to communicate more effectively with them? Audi decided to launch an action to show its clients their data is used for something more than commercial communications. To boost the action’s effectiveness it was decided to be sent on a key day for CRM: the client’s birthday, turning it into the brand’s birthday greetings message.

Creative Execution:

To attract the clients’ attention and get them to access their song, they were sent a mailing replicating a CD sleeve with a blank CD. In it they were invited to visit the website to find their melody “Composing your life” and record it on CD. When their access codes were entered into the website their data became musical notes and visuals to create “Composing your life” in real time. After experiencing it, the user could download the melody, share it on Facebook or burn it on their CD. In the case of those clients for which we had e-mail addresses, the communication with personalized musical score was done by e-mail.

Describe the creative solution to the brief/objective.

A campaign was developed to prove that the data the client provided to the brand throughout his life has made it possible to write a unique, exclusive and personal melody for him. The client’s data (hobbies, place of residence, Audi model, age, etc.) became variables. Each variable was assigned musical notes that, when combined, created a unique and personal song for each user. Additionally, a specific visual was assigned to each variable, thus creating an unrepeatable and personalized audiovisual experience in real time. This proved to the client that, thanks to having entrusted his data to the brand, Audi could give him a birthday present: the “Composing your life” melody.

Describe the results in as much detail as possible.

The action was sent to 200,000 clients. Over 76,000 clients updated their data (38% of the total) and 15,540 e-mail addresses were acquired (21% of those whose e-mail addresses we didn’t have yet). Additionally, the melodies were downloaded in 85% of the cases and 27% went viral on Facebook.

Awards:

SOL Festival Iberoamericano de la Comunicacion Pblicitaria 2010
Online - Silver
Mk Direct - Bronze

Cannes Lions 2010
Direct -Silver Lion 2010

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