Oct 29 2013
Audi and Emakina won a Silver Mixx Award for their AUDI A3 Berline campaign, at the IAB Mixx Awards ceremony in Brussels. The IAB (Interactive Advertising Bureau) represents over 200 companies and organisations in the Belgian digital and interactive communication market.
The Award is for the ‘Best Game in Campaign’. It honors the most creative, innovative and engaging game creation within a campaign, organised for an advertiser in Belgium. The winning campaign showed the highest combined marks for its creative approach, innovation and engagement results.
Design and original interaction blend
For the launch of Audi’s A3 Berline, a game had to be part of the long page product launch website. A long page scrolling website offers a smooth and efficient experience, as classy as the car it introduces. It leads you to the game, that combines online and mobile screen experiences. Since the design of the trunk of the Berline was exceptional, the game leads visitors to this side of the car.
This award is a new confirmation of the positive work Emakina and Audi do together
Both the HTML5 site and the game for the A3 Berline had to reflect the strong character of the Berline, showing its modernity, dynamism and technological edge. The team focused on creating a rich web presence with high added value for Audi’s target audiences.
Guy Van Mol, Digital Communication Manager for Audi Import: “We consider this a valuable part of the branding of Audi and the relationship building with our customers. Experiences like with the Audi A3 Berline on top of that also generate excellent business leads. Well over 18.000 people played the game and this campaign generated 15.570 qualified leads, even with the A3 Berline not yet available in the market.”
The virtual key competition matches the A3 Berline’s innovative spirit
The game offers an innovative interaction between media. Participants fill in a form, but giving the data becomes fun, part of the game. Because you jump between screens and use natural pop-ups, you do not notice you’re sharing information. And like Audi’s in-car technologie, you are multi-connected across media.
You fill in first contactdata online and a QR code appears on the webpage. Then you scan it with your mobile and continue the game on the mobile page, where you fill in some extra data and answer a question on the Berline. The right answer transforms your mobile screen into a key, and when you click the key, you open the car trunk on the online page and see if you won a prize.
The server manages both connections at the same time, giving you the impression that you actually open up the car with your mobile device.