Audi ‘The Drive’ Automotive Audi Australia
The Brief
At the onset of COVID-19 pandemic, Audi wanted to offer some much-needed respite, reconnecting house-bound drivers with the freedom of a road trip, while keeping the brand top of mind.
OUR INSIGHT
Australians were on nationwide lockdown, unable to physically enjoy a drive on the open road, and craving a break from the difficult news that was flooding their feeds. So we brought the open road to them, so they could enjoy it from the comfort of their homes.
The IDEA
Audi brought the open road to drivers at home with a slow TV experience, The Drive: a 4-hour long immersive journey through breathtaking Australian landscapes, in an Audi A6.
Part of the appeal for using a long, slow TV-style approach was to tap into the zen nature of the genre in a time when people seemingly crave it more than ever, encouraging a moment of calm in an otherwise frantic climate.
Although made with Australian drivers in mind, The Drive resonated around the world, drawing global media attention.
RESULTS
DRIVING BRAND LOVE
The Drive generated highly positive sentiment, with people thanking the brand for the virtual experience.
ENGAGING PEOPLE AROUND THE WORLD
Viewers around the world watched The Drive for a total of over 10,000 hours.
Earning media coverage
Global media attention from the likes of GQ, Fast Company, Ad Age, and many more, earning 14x as much in media value.
AS SEEN IN THE MEDIA
Fast Company, 7 Apr 2020
Audi made a four-hour road-trip video to help you deal with being stuck inside
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GQ, 7 Apr 2020
You Can Now Go On A Road Trip From The Comfort Of Your Living Room, Thanks To Audi
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AdAge, 7 Apr 2020
Audi takes viewers on a virtual road trip that lasts an entire afternoon
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The Drum, 21 Jul 2021
Creative Works: the 10 most popular ads created under lockdown
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