Brief

Create a digital campaign to launch the Audi R8, marketed above-the-line as 'the slowest car we've ever built', a reference to the painstaking engineering process that results in the assembly of only 25 R8s each day.

Strategy

Tell the production story as one of time, engineering and beauty, celebrating the R8 in all its glory. In doing this, Audi would not only create an iconic site for an iconic car, but a halo around its brand that will get visitors interested in other more affordable Audi models.

To attract people to the site, prestige advertising was peppered around the internet. Each ad was designed to give glimpses of the car and leave the audience wanting more.

Solution

We chose to tell the story of the Audi R8 over 12 chapters, symbolically representing 12 hours and the many stages of production. The circular dial navigation was an internet first and provided a unique, engineered, narrative device that captured the spirit of the R8.

At the heart of the site is the car – but not as you would expect to see it. The R8 is spun through 360 degrees as it builds over time, layer by layer.

Each of the 12 stories of the R8 is told using crafted animation, bespoke copy and an original soundscape. If the audience want to delve deeper into any story, they can either check out the 'petrol head' stats panel at the bottom left of the dial, or explore links to video galleries, image banks, wallpapers and iconic screensavers.

The work

Results

The campaign was a great success, with over 175,000 people visiting the site in the first month of launch, with an average dwell-time per section of 3 minutes 38 seconds. The campaign has also generated impressive feedback on over 50 blogs.