Brief

Audi UK launched the Audi Channel on Sky Guide 884 two years ago – aimed at bringing the Audi brand to life for its viewers. To extend the success of the Audi Channel into the digital space, GT was briefed to deliver a top quality online video viewing experience that would meet users’ rising expectations of web TV.

Strategy

The Audi Channel player is a robust IPTV platform offering a slick front end user interface that lets users access high quality video content on-demand, with the option to view programmes in full-screen mode. The new player makes Audi Channel content available to a much wider audience, and allows users to feedback on and distribute the videos they enjoy. Users will be able to rate their favourite content, send it on to their friends, embed it in their own blogs, sign up for an RSS feed for updates or even bookmark it on their preferred websites.

The Work

Microsite >

Results

The new player has been very successful in increasing engagement with the Audi brand, with users watching an average of three videos each time they visit, and staying on the Audi Channel player for an average of 15 minutes per session. Audi Channel content has also been embedded on Audi fan sites like the audifans.net and tt-talk.com.