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Creativeland Creates Full 3D Campaign For Audi

Experience the first of its kind integrated campaign wearing anaglyphic 3D glasses; watch the TVC here.

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Creativeland Creates Full 3D Campaign For Audi

Creativeland Creates Full 3D Campaign For Audi

Experience the first of its kind integrated campaign wearing anaglyphic 3D glasses; watch the TVC here.

Hitesh Ranot | Delhi | January 20, 2011

publive-imageCreativeland Asia has created the first of its kind new integrated campaign in full 3D for the launch of new luxury sedan Audi A8L. The german-luxury car maker Audi India, brought Creativeland Asia as their lead Integrated agency in the July of 2010 after a multi-agency pitch. Among other products, Creativeland Asia was given the task to launching the most prestigious luxury sedan from the Audi stable- The Audi A8 L. Achieved through a perfect blend of aesthetics and technology, it is a car that symbolizes advancement: the ultimate achievement of the human mind.

Maslow's hierarchy of needs is a theory in psychology, proposed by Abraham Maslow in his 1943 paper A Theory of Human Motivation. It is often portrayed in the shape of a pyramid, with the largest and lowest levels of needs at the bottom, and the need for self-actualization at the top. Going with this idea, Creativeland placed safety at the base of the pyramid, above that came the need to achieve and flaunt status. On top of that, and just below the tip, came aesthetics and form. At the tip, the pinnacle of human evolution, the need for self actualization, was represented by Brand Audi. This feeling of self actualization has been beautifully captured in campaign line for the Audi A8 L – The Advanced State of Mind.

The Audi A8 L film shows a protagonist taking a deep relaxing breath. His pupils dialate as he sees something off screen and is suddenly swept off his feet and flung into mid air as a luxurious A8 L magically assembles around him. Every little detail of the car mesmerizes the protagonist equally in full 3D. Once the car is almost celestially assembled mid air, it gains mass and drops softly on the floor. The man in the car finally breathes out as we see the super Advance state of Mind. The new Audi A8 L.

The experience doesn't end here. It only begins. Creativeland Asia has also created India's first 3D microsite for the Audi A8 L where you can further explore the car and interact with its intrinsic details in full 3D. It is the next best thing to being inside the car itself.  There's also a full 3D ipad app, mobile versions of the site that is on its way as a part of the campaign. Creativeland has also created a Direct Mail inviting prospective customers to experience the car in full 3D on the web. The DM consists of a custom made high quality Audi anaglyphic 3D glasses and a full 3D car brochure that gives you a sample of what you can expect from the car and its 3D web experience.

The 3D film and the 3D web experience will be further explored in showrooms on touch screens and 3D screens to deliver a 3D walk-through of the car.

The Audi A8 3D integrated project has been conceived and created by Creativeland Asia and produced by Crocodile films in collaboration with The Mill London.

“We are happy by this positioning strategy from Creativeland. Self actualization is an advanced state of mind where you feel that mundane things hold little value and you seek peace in small intrinsic details. This is when the senses regain their lost powers after years of materialistic pursuit. For the Audi A8 L buyer, it is the state where he is the centre, where his senses open out and he finds pleasure in the little details.” said Michael Perschke, Director, Audi India.

“Since this is the most premium offering in the Audi stable, we wanted marketing strategy to mirror our product offering. Exclusively enjoyed by a chosen few while aspired for and intriguing for a larger audience. This integrated 3D campaign delivers it perfectly.” added Clemens Olmert, Head of Marketing, Audi India.

“To communicate this idea what was needed above all else, was a 'Wow' factor. A truly inspirational experience to justify the campaign title: Advanced state of mind and true to Audi's progressive outlook, we decided to create the world's first fully 3D integrated campaign. The Audi A8 L campaign integrates an amazing car experience in full 3D across screens from the small mobile phone screens to laptop or PC screens to the movie screens.” said Srishti Sawhney, Head- Marketing Communications Audi India.

“The new Audi A8 L is, quite simply put, the pinnacle of automotive luxury. So it stood to reason to turn to psychology to help position the Audi A8 L. We applied Maslow's hierarchy of needs to reinterpret the luxury car segment.” said Sajan RaJ Kurup, Founder & Creative Chairman of Creativeland.

“It was an amazing experience working with the team at The Mill. Russel, Andy and I worked very very closely on creating the film and delivering the web experience. In fact the teams on both sides worked so closely that the lines were blurred as far as functions go.” added Raj.

“We were extremely excited about working with the team at Creativeland Asia  and Crocodile films on this integrated project for the launch of the Audi A8L in the Indian Market. “From initial brainstorms, through shoot and production, to final deliveries, the experience of working with Creativeland Asia was first rate. Raj knows how to get the best from other creative minds and produces beautifully executed ideas.” Andy Orrick, Development Director – Digital, The Mill.

Hitesh@BestMediaInfo.com

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