MediaCom Goes ‘Head To Head’ In New Audi Campaign

MediaCom Goes ‘Head To Head’ In New Audi Campaign
SHARE
THIS



MediaCom is the driving force behind raising awareness and excitement for Audi’s campaign for the new third-generation Audi TT, with a piece of content entitled Head to Head.

As part of the campaign, an interactive digital experience has also been created which enables viewers to explore the TT as part of Head to Head.

The campaign’s objective is to reposition the model by dialling up the dynamic, sporty performance and design innovation of the new Audi TT and as a result, will drive reappraisal and create an intriguing perspective of the new third-generation Audi TT.

Working in collaboration with 9mm and award-winning international director Jeremy Goodall, MediaCom Beyond Advertising (MBA) has created a state of the art, mesmerizing film, which creates awareness and builds intrigue amongst the target audience.

In partnership with MI9, an immersive digital strategy has been created to align with digital consumption habits of the audience across the entire day. Formats tailored specially to the campaign have been developed to run alongside the brand messaging, which shifts across devices depending on the time of day. In order to change perception, an experience is created to drive reappraisal of the TT. By day, users will experience the TT brand message across mobile, tablet and desktop. By night, the contrasting MBA content is bought to life by a bespoke video unit designed with unique user interactions built in to highlight key features of the car.

The digital strategy is also mirrored in large format OOH where backlighting technology brings to life key Audi TT design features, with headlights and virtual cockpit elements lighting up after dark.

Kevin Goult, general marketing manager, Audi Australia said, “MediaCom has delivered an exciting and dynamic campaign for the launch of the Audi TT. It’s been a pleasure working with the MediaCom Beyond Advertising team who created a unique piece of content which brings to life the new sleek design of the car, setting the TT apart from competitors in market.”

Shelby Craig, creative director, MBA said, “Like Audi, MBA’s mission is to always innovate and push boundaries. Collaborating with our talented production partners and a legendary international director, we knew we could create a moment in time that would stop the audience in its tracks.

“Great clients like Audi understand the importance of content, and through the excitement portrayed through this piece of content, the new Audi TT is represented as the story’s true hero.”

TEAM CREDITS

MediaCom

Gemma Hunter – Executive Creative Director / Head of MBA

Shelby Craig – Creative Director

Taylor Thornton – Creative

Sean Pattison – Group Director

James Wainwright – Senior Digital Executive

Alison Luxmore – Director

Rebecca Milligan – Account Manager

Josh Butt – Head of Content Production

Tess Wood – Content Director

Alexandra Gough – Social Manager

Alastair Anisimoff – Seeding Executive

 

9mm

Director of Production – Katie Trew

Director – Jeremy Goodall

Producer – Heath George

Producer – Jamie Cohen

DOP – Tom Gleeson

Editor – Matthew Maunsell, Clockwork Films

Design – Chris Parkinson, Clockwork Films

Post Sound Design & Music Composition – Mitch Stewart, The DA’s Office.

Visual Effects & Colour Grading – Chris Grocott & David Mosqueda, White Chocolate

Stunt Coordinator – Harry Dakanalis

Stunt Double – Chan Griffin

 

mi9

Lisa Targett – Mi9 Sales Executive

Nicholas Watkins – Mi9 Account Executive

Amanda Giardina – Mi9 Creative Studio Art Director

Charlie Gordon – Mi9 Creative Studio Senior Copywriter

Joffrey Lyon – Mi9 Creative Studio Senior Motion & Interaction Lead

Mark Arujo – Mi9 Creative Studio Senior Designer

Jayce White – Mi9 Creative Studio Motion & Interaction Designer

Dee Geoghegan – Head of Mi9 Creative Studio

Lauren Attard – Mi9 Creative Studio Senior Project Manager

Latest News

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion
  • Marketing

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion

American cult brand Yeti has its international expansion sights on Australia and has enlisted digital marketing agency Alley to make its mark. The Texas-based company has reinvited the luxury cooler and outdoor accessories market, and Yeti’s partnership with Alley has already begun. Clayton Anderson, content and marketing manager at Yeti Australia, said: “We have big […]

The Five Annoying Habits You Need To Break
  • Opinion

The Five Annoying Habits You Need To Break

Scott Stein (pictured below) is a leadership and productivity specialist and author of Leadership Hacks: Clever shortcuts to boost your impact and results. In this guest post, Stein looks at the bad habits we all need to ditch to get our lives motoring once again… Do you ever feel like there are not enough hours in the […]

Motivation & Commitment: Why The Two Are Not The Same
  • Opinion

Motivation & Commitment: Why The Two Are Not The Same

Lisa Stephenson (pictured below) is a global speaker, leadership consultant success coach and author of life strategy book Read Me First. In this guest post for B&T, Stephenson says understanding how motivation and commitment differ could be a good way to achieving your goals… Working as a success coach has shown me that motivation happens on the inside and for […]

Opinion

by B&T Magazine

B&T Magazine
Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs
  • Advertising

Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs

A new TV series featuring celebrity cook, Anna Gare, and a team of real-life cabbies, hits the screens this week. The show, Anna Gare’s Cab Fare, follows the TV cook as she gathers stories and recipes from 13cabs’ diverse network of cab drivers – culminating in the creation of delicious dishes inspired by Australian drivers […]

Made In Katana Appoints Dylan Adams As Head Of Production
  • Advertising
  • Marketing
  • Media

Made In Katana Appoints Dylan Adams As Head Of Production

Australian-owned creative agency Made In Katana (MIK) has announced the appointment of Dylan Adams as head of production to support its growth in Asia. Adams is an ARIA award-nominated record producer, mix engineer, audio engineer and audio specialist. He joins MIK after a stint as head of music at post-production house Sound Reservoir. In his […]

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships
  • Media

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships

Mamamia has announced the appointment of Howard Wilbury to lead its premium partner division M+. Wilbury’s background spans both media owners and creative agencies, with stints at Channel [V], Westfield, DDB and M&C Saatchi. His most recent role was leading a full-service creative and production agency within the M&C Saatchi Group. Tony Prentice, chief revenue […]

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School
  • Marketing

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School

The University of Sydney Business School has announced the appointment of Andrew Baxter as an adjunct Professor of Marketing. Baxter is currently a senior adviser for KPMG’s entrepreneurial Customer, Brand and Marketing Advisory (CBMA), and previously headed agencies Ogilvy and Publicis here in Australia. In his new role, Baxter will work to establish a dialogue […]