Air with Designation of Origin. Audi A3 Cabrio.

Cliente: Audi
Año: 2014
Rol: Senior Copywriter at DoubleYou

To launch the New A3 Cabrio, we wanted to create a campaign that would capture the essence of driving this convertible model. We did this by creating a unique product: a collection of air with designation of origin. Four cans of air, each with a fragrance inspired by a different Spanish landscape.

We created an e-shop and an interactive vending machine to sell the air cans. The e-shop was accessible through tweets and Facebook posts, and the vending machine was located at airports and other events.

Results:

Over 27,000 cans were ordered online.
Over 40,000 cans were distributed at various events.
The campaign generated over 12,000 mentions on social networks, blogs and magazines.
And the average interest in the model on audi.es increased by 36%.

This campaign was shortlisted for two awards: Best Integrated Campaign at the Inspirational Festival and Best Social Media Campaign at the El Sol Festival.