Audi Q5 Reveal Campaign
Magazine Spread • Interactive Digital Display Banners • Marketing Campaign
Brief
Find an impactful way to raise awareness of the Audi Q5 Plug-in Hybrid SUV – a trailblazer for a new range of electrified hybrid models from the brand – with a solution that works across print and digital.
Idea Generation
During the idea generation phase we brainstormed many ideas, ranging from showing how the Audi Q5 integrates with a family lifestyle to an exciting light display showcasing the efficiency of the plug-in hybrid.
One idea that I came up with was replicating the joy of unboxing your new gadget. If you spent enough time on YouTube you’ll soon discover these unboxing videos, the idea being that unboxing the new gadget is sometimes more exciting than the gadget itself.
Mockups
Using the DHL campaign as inspiration, I developed some mockups demonstrating my vision for the 4 paged magazine spread. Using the idea of buying a new car from a car dealership, I envisioned the first page showing the car under a sheet of cloth like you’re buying a new car, and then turning the page to reveal the car below in a exciting way.
Research
During the research phase I found this campaign from DHL showing how easy it is to deliver a package from person A to person B in a simple to understand way without the need for large amount of text.
Digital Display Banners
As part of the brief I also created digital display banners for use on Haymarket Media Group’s portfolio of websites. Using a platform called Celtra, I designed interactive display banners playing around with a ‘Scratch to reveal’ unveiling.
Results
The digital creative was carefully and tightly targeted at SUV and hybrid intenders to increase response, and the results were impressive.
Around 40% of SUV intenders and 24% of hybrid intenders interacted with the digital display, while traffic to Audi Q5 content on Autocar saw a 188% spike at the campaign’s peak.