Volkswagen Group Italia - Audi Thermovision

Agency name: DDB srl
Client name: Volkswagen Group Italia
Category: Integrated Communication

BACKGROUND

Communicate the launch of the new Audi A4 Avant, adding an emotional component in order to upgrade from a cold to a warmer product/brand perception.

OBJECTIVES

Achieve the sales target through:

  • enhancing the premium perception of the brand

  • driving people (especially hot prospects and competitors' drivers, via DM) to the dealers

  • encourage them to register their details, take a test drive and place an order

STRATEGY

The campaign talks about how capable this car is of exciting the people who see it, demonstrating “physically” the emotional reactions of people by using a special technique called thermography: it reveals the excitement of people that look at the car by changing colour from blue to red according to temperature changes in their body. It is a way to see emotions rather than simply imagining them.