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Santa’s Wonder-Lab

DRUM was tasked by automotive brand Audi to generate traffic and encourage new-customer test drives in Audi Centres, at a time when consideration for buying a new car is seasonally low.

To do so, DRUM created the one thing that was on families minds at Christmas, an interactive pop-up Santa’s grotto, which toured 40 Audi Centres across the UK.

Santa's Wonder-Lab is a grotto with a difference, which saw the whole family going on an test drive. Whilst the sales executive and a parent were up front driving, the rest of the family enjoyed an interactive app experience in the back.

On arriving back at the Audi centre the family then entered the Toy Testing Zone where they tested the latest tech toys on the market with Santa and the elves.

DRUM partnered with Global to promote the experience and drive ballot sign ups across their entire media catalogue, including CRM, DAX, online and social media, as well as on air with Classic FM, Heart, Smooth and Radio X.

As well as creating and facilitating the installations across the UK, DRUM created a series of social media assets and a campaign teaser film to be promoted on owned channels as well as by Global and Audi ambassadors.


Creative Director

Claire Baker

Senior Creative

Laura Clark

Business Director

Barty Mee

Account Director

Francesca Ede

Account Manager

Ben Partington

Executive Head of Production, Talent and Partnerships

Andy Holland

Experiential Producer

Nicola Retter

Agency Producer

Phil Harris

Design Direction

Michael Ballantyne

Motion Design

Gabe Lindsay

Social Design

Lee Pitman