Audi RS 5 Cabriolet campaign
To mark the launch of the new Audi RS 5 Cabriolet in June 2013, Audi South Africa launched an innovative and progressive campaign by combining social media with traditional outdoor advertising.
The idea allowed fans of Audi South Africa’s social media channels to submit their own headline that best express their views on the Audi RS 5 Cabriolet. Due to the overwhelming response of the public to the campaign and with over 700 submissions received, Audi then decided to choose not just one, but three headlines to be posted on their three billboards in Gauteng, located on the Linksfield off-ramp off the N3, as well as on the N1 North and South. The three people whose headlines were chosen now have the unique opportunity of seeing their name and headline on the billboards from July 2013 until middle September.
The three finalists and their headlines are below:
- “Untamed Beauty” — Chris Steyl
- “It’s rude not to stare” — Brandon Law
- “Torque of the town” — Melissa Sirputh
The campaign was then taken one step further: Audi South Africa staff were given the opportunity to vote for their favourite headline of the three finalists. The winner, Brandon Law for his headline “It’s rude not to stare”, was chosen as the winner and has received an Audi watch to the value of R 2000 as well as a set of VIP tickets to the upcoming Johannesburg International Motor Show in October.
Audi’s social media channels also displayed growth as a result of the campaign which launched on 14 June. Audi South Africa’s Facebook page enjoyed 8,8% growth during June 2013 which was a great improvement on May’s 4,1% and April’s 4%. There was also a significant increase in fan growth immediately after the campaign went live, with On Page likes which increased drastically by 1, 266 in June 2013, compared to 760 in May 2013 and 487 in April 2013.