SUMMER BOOTH2003

PROMOTIONAL CASE OF THE YEAR

OVERVIEW

Audi arrived in Brazil in 1993 through the hands of the famous Formula 1 driver and national hero Ayrton Senna.

While the brand and its cars were almost unknown to the general public, its direct competitors - Mercedes and BMW - were part of the market for more than 20 years.

It was a tough situation.

POSITIONING

To stand out among its competitors, the brand reputation was built over Ayrton Senna’s professional image highlighting not only the luxury of its cars, but also (and most important) their outstanding performance.

What really differed Audi from the others was the fact that they aimed their communication efforts at a different target - the rich youngsters - quickly turning their cars into objects of desire.

CHALLENGE

After successfully revamping their seasonal winter booth - which was turned into an entertainment centre - Audi asked us to propose them a similar strategy to reach their public during the Summer, season where they had their weakest presence.

DEVELOPMENT

We had to repeat the “Entertainment Centre” concept but, different than the Winter, their target was spread between 2 different spots during the Summer.

The answer for this question was the starting point to our development: we had to build up a floating showroom that would be able reach our target on both cities.

And the Audi Al Mare idea was born!

MY SHARE

I was part of the team who concept the original idea, working on its creative development and planning partnerships.

As a Planner:

- Identifying opportunities to co-brand the project with brands that shared the same positioning

As an Art Director:

- Designing creative collaterals, outfits and invitations

- Proposing activations

AWARDS

At the Brazilian leg of the Marketing Agencies Association Worldwide (MAA) Globes Awards, the effort has won as:

•Grand Prix - Promotional Case of the Year

•Best Multidisciplinary Promotional Campaign

•Best Use of Direct Marketing

•Best Idea or Innovative Concept

creative plannerROBERTO FARIA

www.robertofaria.com