Category: Automotive

Audi A5. A Rhythm of Lines Campaign

Summary

The A5 brief wasn’t about the car, it was about the driver - style conscious, creatively minded and beyond the reaches of traditional advertising. So how did we capture their interest and their data? By appealing to their design sensibilities and flattering their creative ambitions with a world-first 3D Flash site that challenged them to create their own rhythm of lines. By entering the Exhibition, users can display their work online while the very best designs are reproduced as limited edition prints and sent back to the creators. Designs can also be sent to friends, saved as screensavers and wallpapers.

The work

The microsite	Interact and create
The limited edition print	How it looks

Online ads and email leading to the microsite

Expandable banner 1	Watch and rollover
Expandable banner 2	Watch and rollover
Email invitation	Read the invitation

The brief

Create an online destination that would build the Audi brand by increasing the desirability of the new Audi A5 Coupé.

However, the brief wasn’t about the car, it was about the audience. How do you capture the interest and then the data of sophisticated, metropolitan 35/40 year olds who are extremely image conscious and want a beautiful, rather than a fun car?

The Summary

This audience has been described as ‘black collar workers’. They work in or around the creative industries, they consider themselves to be creative people and have a strong sense of the aesthetic.

Our strategic response was to play on our audience’s creative ambitions, tantalise them with a beautiful site and flatter them with a creative tool that would reward them both on and offline.

The Audi design team describes the new A5 as ‘a rhythm of lines.’ This line had already been used in the TV work, and it seemed only natural to build on this line and devise a beautiful, intuitive site that allowed the audience to create their own ‘rhythm of lines’ - rhythmoflines.co.uk.

The audience was driven to the site from online advertising placed on design-led sites such as Wallpaper, The Times Online Arts Section and Creative Review. Emails were also sent out inviting people to create their own ‘rhythm of lines’ and receive a limited edition print of their design.

The Solution

Invite each and every person who visits the site to create their own ‘rhythm of lines’ in a way that had never been seen before. The interaction is somewhere between drawing and flying – an intentionally beautiful act of creation. By pushing Flash 9 to new limits, the output for the user is always and unfailingly a sculpture reminiscent of the ‘rhythm of lines’ seen in the offline advertising, yet always unique to the individual who created it.