AUDI AG: #RevealTheA6 Campaign

Merkle and AUDI AG realise an international video contest for the launch of the new Audi A6 - without showing the model.

At a glance

01The challengeA drama without a main protagonist
02Our approachDigital campaign by professional filmmakers
03The resultExtensive reach and 6 winning films

Sector
- Automotive
Disciplines
- Strategy & Consulting
- Technical implementation
Year
- 2018
Tech Stack
- Social Media
Services
- Digital Marketing
- Operation

The challenge

In 2018, the new Audi A6 celebrated its world premiere in a spectacular show. But instead of making a big product film itself, AUDI AG handed over the reins to talented international filmmakers.

The idea: the filmmakers present the qualities of the luxury-class saloon in a creative short film - entirely in their own way. BUT: They are not permitted to show the car during the process - and the motto is "Inspired by Audi A6".

The best 6 scripts received a budget worth €15,000 to realise their respective film and use it to launch the big Reveal Show at the 2018 Geneva Motor Show. Roll the camera and action!

Our approach

With a digital campaign, we called on professional filmmakers to submit their concept for the Audi A6 Reveal film.

After the best 6 concepts were selected by a top-class Audi jury, the filmmakers were flown to Ingolstadt and were allowed to take their first look at the still secret Audi A6. Inspired by this, they shot their personal cinematic vision of the premium vehicle with a budget of 15,000 Euros each.

The best three films were awarded prize money by the jury and all the young directors were invited to the big revealing in Geneva.

The campaign was accompanied completely digitally - and thus continuously increased the attention of the target group.

Communication & candidate selection

In addition to the creative communication concept for the film competition, its implementation was also in our hands. This includes the development of the promotional materials - such as landing pages, posters and Social Media posts.

Film-Promotion & Social-Media-Contest

Within the film competition, we increased the reach and awareness of the new Audi model through polls and voting on social media, as well as campaign ads and behind-the-scenes formats, e.g. on the AudiBlog.

Presentation at the Geneva Motor Show

Our international directors are live on site and introduce the performance with their exciting film visions - until the curtain rises and the real model is live on stage in Geneva and the social web.

The results: Extensive reach and 6 winning films

Success right down the line: Gold for highlight campaign

With its "Reveal the A6" film competition, AUDI AG's communications department has entered new territory: The international call for entries, production and release of the six winning films was staged as an independent campaign. This has continuously increased the attention for the new premium model up to its revealing - and in addition to a large range, also ensured a spectacular unveiling with a large audience at the Geneva Motor Show.

Submitted film concepts
120.0₊
Clicks on the campaign landing page
1.0_{Mio. +}
Campaign impressions
2.6_Mio.

More impressions from the big reveal show at the 2018 Geneva Motor Show

New Audi A6 presented at Geneva Motorshow

Cornelia Böhm, Global Social Media Strategist at AUDI AG

"In Merkle, we have had exactly the right partner for user-centred communication for years: competence, flexibility and prompt reaction to constantly changing customer requirements ensure that our brand, its products and topics are placed in the best possible way. One of the many highlights is the most successful campaign of the AUDI AG communications department to date. That is what a brand needs to stay relevant in the market."