AUDI CANADA

The luxury automotive brand created Instagram video ads through the MobileWorks program that opened into Instant Experience to boost awareness for its new e-tron electric vehicle sub-brand, lifting ad recall by 8.5 points.

THE STORY
Progress through technology

Audi Canada Inc. is a subsidiary of German automobile manufacturer Audi AG. Founded in 1909, Audi designs, engineers, produces, markets and distributes luxury vehicles. Audi is a member of the Volkswagen group and is headquartered in Ingolstadt, Germany.

8.5-point

lift in ad recall

18%

conversion rate for lead form submission

We successfully leveraged our long-form film into short-form video ad assets that worked on Instagram and Facebook. Facebook Creative Shop helped us adopt their mobile-first best practices, and with the Instant Experience format, we were able to retain the rich storytelling of the long-form film, while successfully building a database of people interested in the e-tron brand, before the official launch.
MARK MENDES, MEDIA & DIGITAL MARKETING COMMUNICATIONS MANAGER, AUDI CANADA
THE GOAL
Driving awareness for e-tron brand pre-launch

Audi Canada wanted to boost awareness for the e-tron brand and encourage consumers to learn more about the upcoming first fully electric e-tron vehicle in the Canadian market.

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THE SOLUTION
Storytelling with mobile video ads

Leading into the launch of Audi’s first fully-electric e-tron vehicle into the Canadian market, Audi Canada worked with Runway Films to develop cinematic digital film content. The 90-second film showed how the car empowered invigorating outdoor experiences for a group of female professional athletes.

Audi Canada was excited about the film content and wanted to use it in its mobile strategy. So, through the MobileWorks program—which pairs advertisers with partners who produce mobile-first creative—Audi partnered with Facebook Creative Shop and Facebook Marketing Partner VidMob to determine how best to transform the long-form video into ad assets accessible for mobile viewing on Instagram and Facebook.

Together, they repurposed the film into various short-form video ads using mobile-first best practices—adding text overlay to clearly deliver the message even with the sound off, and including branding in the first few seconds to create a strong connection between the brand and hybrid/fully electric vehicles.

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The video ads interspersed images of nature with shots of the car, along with the messaging “Rethink how you recharge” and “Prepare to be electrified.” Each ad included swipe-able Explore More or Learn More call-to-action buttons that opened into a full-screen Instant Experience to better grab viewer attention and tell a stronger brand story. From there, people could fill in a personal contact form to sign up to receive more information about the car.

Audi Canada’s media agency Touché advised the car brand to select automatic placements, which ran the ads in Instagram feed, Instagram Stories or Facebook News Feed, depending on which placement was most likely to drive the best results at the lowest cost.

Audi Canada showed these ads to Canadian men and women aged 33–55, as well as to those with an interest in luxury, eco-friendly lifestyles and hybrid and electric vehicles. Audi Canada determined the results of the July 30–August 26, 2018 campaign using a Facebook brand lift study, which revealed:

  • 8.5-point lift in ad recall

  • 18% conversion rate lead form submissions

I’m inspired by new forms of storytelling on mobile. Short videos can generate awareness by incorporating the elements we know drive metrics, while also serving as invitations to delve deeper into the story. The rich canvas of Instant Experience, meanwhile, interlaces stacked video scenes with information about Audi’s technology and profiles of these incredible athletes.
MAGGIE FOST, CREATIVE STRATEGIST, FACEBOOK CREATIVE SHOP
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