Brief Explanation:
A car calendar without cars! The calendar showed only high-quality landscape photos. In order to experience the cars, the user had to download an iPhone app. Using augmented reality, one could then bring out the cars onto the landscapes, with sounds, animations and all!
Describe the brief from the client:
The brief was to develop a calendar for Audi clients. The calendar should differ greatly from other car calendars and position Audi as innovative and modern.
Description of how you arrived at the final design:
When Audi introduces a car calendar, that calendar has to be just as innovative as the brand itself. Audi should not merely say “Vorsprung durch Technik” (Leading through technology) but prove it as well.
Indication of how successful the outcome was in the market:
25,000 calendars were sent out. So far, the app has been downloaded 23,448 times. This means that most of the people who received a copy of the calendar have downloaded the app to experience “Vorsprung durch Technik” in a new dimension. Audi received numerous response mails from enthusiastic clients. Just one person obviously didn´t get it. He wrote an e-mail saying thank you for the lovely landscapes.
Advertising Agency: Neue Digitale/Razorfish , Germany
Managing Director: Sven Kuester, Sascha Martini
Creative Director: René Lamberti, Fabian Roser
Art Director: Kathrin Laser
Copywriter: Stephan Deisenhofer
Concept: Steffen Staeuber
Copywriter: Alexander Ardelean
Designer: Bartosz Elsner
Designer: Florian Uihlein
Interactive Designer: Jens Lembke, Julien Pietri
Programmer: Dennis Hantke, Dirk Tech
Technical Manager: Mathis Moder
Technical Director: Paul Schmidt
Account Manager: Kristina Klein, Dorte Luecker
Animator: David Loehr
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