Category: Best use of Interactive Television

Audi A6 Launch

The brief

We created the most successful iTV campaign ever handled by Sky.

A NASA themed interactive environment that allowed viewers to explore the A6, see exclusive content, find out more about the campaign and request a test drive or brochure as well as enter an extraordinary once in a lifetime competition - win a trip to space.

This included email address data-capture and direct online fulfillment so that Audi could respond immediately.

The work

TV Ads	Watch the ad
iTV Walkthrough	Watch the walkthrough
iTV Screenshots	View images

The results

According to Sky this has been their most successful iTV campaign to date

Dwell time (the time length of interaction) averaged out at 3:20 minutes, which is nearly a minute longer than current averages, and over 40 seconds longer than category norms.

According to latest SkyView research the campaign generated footfall of c. 200,000 interactions, which at a response rate of 0.52% per impact, or 0.69% for ABC1 Adults represents a performance of nearly triple against category norms (0.29% per impact).

Independently commissioned research into car DAL attributes by Sky saw the A6 DAL score significantly higher on all attributes against the competitive market.

Respondents claimed that placing the A6 in context of NASA and technology made the brand and car seem innovative. Furthermore, they claimed that the DAL worked well to ‘tell you about the patents and how much work and technology they’ve put into the car’*

The respondents also commented on how effective the Audi red button work was at cutting through the clutter in this sector:

‘When you see so many [interactive] ads you start looking for brands and Audi is very appealing’

*Source: Iburbia iLoop research