MediaCom Goes ‘Head To Head’ In New Audi Campaign
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
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