Audi tasked DRUM with launching the new Audi A7 in an way that was both innovative and bold. The campaign had to appeal to the ‘prestige market’ of luxury car owners and make sure the model was on their wish lists for purchasing a car. It also had to be inclusive; creating brand impact with all consumers to create a halo effect for the wider Audi car range.
For the target audience Knight Rider was a cultural phenomenon when they were younger. It had the world’s most technologically advanced car at the time, complete with a strip of red lights and was the car that everyone dreamed of having.
DRUM created a campaign that played on the nostalgia of Knight Rider, and its association of being ahead of the curve, to draw our audience’s attention to the new Audi in all its glory and its similarities to the much loved car from the classic 80s show. Just like the K.I.T.T. the Audi A7 is the car of its time; an amazing combination of technology, sleek design and incredible lights display.
Tripled the goal for online article views: target 20,000, actual = 59,126. Total video views: target 2m, actual = 2,027m. Delivered all Impression ads Ads over-delivered by 73%. Plus greatly exceeded TopGear’s average CTR (0.13%) with a huge 0.49%.