Pitchwork.
I’ve worked on a number of successful creative pitches. Collaborating with others to get work together fast. Here’s one example for Audi at AKQA.
Challenge: Differentiate a luxury car. Without relying on the usual focus on speed, specs or executive status.
Solution: Sell it on intelligence instead. Our car wouldn’t be a symbol of past success, but a tool to drive future success. By being a Thought Center. An active tool to help users reach great decisions more rapidly, clearly and collaboratively. Our proof points would focus on the features of the car. And their ability to support smart decision-making. Our campaign would have four stages:
INTRIGUE
A Ted-style series of thought pieces start appearing on business and ideas blogs. Interviews with leading minds of our day. Filmed inside an advanced-looking - but as yet unlaunched - vehicle. What is this car? What do these thought leaders know that you don’t?
We also start running Audi Progressive Index banners. “Audi A8” branded banners tracking the real-time share prices of thought-leading companies. To keep building the “tease” between the upcoming vehicle and thought leadership.
INTRODUCE
We formally introduce the A8. And demonstrate the features that enhance your capacity to think - and solve problems - better.
Expandable banners next to relevant content demonstrate the smart technologies of A8. “To make your life easier, your thinking smarter and your day more productive.”
IMMERSE
Ads are joined by a new A8 app. Which immerses our audience in the new possibilities the A8 offers - as a collaborative work environment that lets you get closer to challenges.
The app features video journeys taken by leading thinkers of our time. We also released this content to social media and host it on Audi.com. For instance: Steven Levitt, Malcolm Gladwell and Sheryl Sandberg sitting together in the A8 as they “generate solutions to today’s biggest challenges using the advanced technologies and calm, globally-connected environment of the new Audi A8.”
Example: “Steven Levitt and Richard Florida discuss Main Street revival in New York.”
INCITE
You’re sold. We now use the data collected by the apps and website to feed each user personalized offers and information. As well as an AI “Audi Concierge” who can provide a sense of personal service, including arranging for customers to experience A8 for themselves.
IMPACT AND RESULTS
Our agile pitch won Audi’s digital business in the US market. AKQA’s largest pitch win to that date.