The Future is Now
The Challenge: The brand’s new “Sixth Sense” campaign featured 12 innovations that together act as a driver’s sixth sense, helping him or her do everything from park to anticipate oncoming traffic. So we needed to draw a connection between technological innovation and the senses, to show how the two are inextricably linked. After all, many of humanity’s biggest inventions have extended the capabilities of our five senses – whether a light bulb helping us see in the dark or a telephone allowing us to communicate across vast distances.
To show how Audi is leading the way in technology, we found pioneers doing trailblazing work in the sensory spheres and took an in-depth look at how innovation and imagination is shifting our understanding of touch, taste, smell, sound and vision.
This meant travelling to Berlin to meet scent artist Sissel Tolaas in her laboratory, where she creates smells that can do anything from bring back memories to repel unwanted suitors, paying a visit the Victoria and Albert Museum in London to see Julian Melchiorri’s oxygen-creating chandelier in action, and tuning into George Philip Wright’s musical synthesiser that can turn an individual’s voice into a complete orchestra. Through a series of videos and features, we showed how these inspiring individuals are changing the way we live.
The Sunday Times Magazine published a dedicated “Future of Transport“ edition, which included a bespoke cover wrap, created exclusively for Audi by Bridge Studio. This featured a striking visual of the new Audi A8 and a breakdown of its innovations to show Audi’s technological prowess and underline its association with the future of transport.
The Results: Top line
Overall we reached 2.93m adults, increased Audi’s brand favourability by 14% and outperformed targets on all fronts.
Of those exposed, 67% said they “would recommend Audi”. That’s more than double our 28% benchmark.
Our videos reached 1.25m views – beating our target by a quarter of a million – with an average view time of 51.1s.
On Unruly video distribution, the completion rate was 20% versus 16% benchmark.