Audi - "Catch the Unseen"

Åkestam Holst /NoA

Åkestam Holst /NoA Stockholm, Suède

Awards

36979

Marque: Audi
Pays: Suède

Annonceur: Audi

Titre	Catch the Unseen
Agence	Åkestam Holst /NoA
Campagne	Catch the Unseen
Annonceur	Audi
Marque	Audi
Date de première diffusion/publication	2016 / 2
Secteur d'activité	Voitures
Philosophie	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.
Problème	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.
Résultat	- 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.
Type de média	Digital
Longueur	117 seconds
Directeur de création	Andreas Ullenius
Directeur artistique	Michal Sitkiewicz
Directeur artistique	Eva Wallmark
Concepteur / rédacteur	Rickard Beskow
Producteur, maison de production	Johan Eklund
Business Director	Tom Hedström
Planneur	Jerker Winther
Responsable de budget agence	Jennie Strinnhed
Responsable de budget agence	Mirja Hjelm