A smart mobile ad that finds the best weather for a top-down test-drive of the new Audi A3 Cabriolet.
FWA Mobile of the Day
Lovie Award, Bronze for Mobile & Experiential
Agency: Publicis Razorfish
My role: Concept & Art Direction
Nobody wants to drive a Cabriolet in the rain.
So when Audi launched the new A3 Cabriolet this spring, we brought Audi’s Vorsprung Durch Technic promise to the table and we created a smart mobile ad to enable and guarantee an A3 test-drive in the sunshine.
Using live weather data, the user’s geolocation and the test drive booking engine from the nearest Audi dealerships, the ad and the app recommended the perfect day to book a test drive and enjoy the all-new cabriolet product at a dealership nearest to you.
In just 3 weeks, 535 sunshine-filled test drives of the all-new Audi A3 Cabriolet were taken from an unprecedented conversion of over 50% of those who interacted with the ad going on to book a test drive. Everybody who booked through the ad got the best experience possible. A test-drive of the new A3 Cabriolet, roof down, in the sunshine.
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