Logo Switch
Audi Sweden
Issue 45 | December 2017
Agency
Åkestam Holst Stockholm
Creative Team
Copywriter Rickard Beskow Art Directors Eva Wallmark, Michal Sitkiewicz Creative Director Magnus Jacobsson Graphic Designer Olov Öqvist
Production Team
Digital Producer Alex Picha Producer Henrik Adenskog DP/Director Nisse Axman
Other Credits
Account Director Shirin Hirmand Account Manager Jennie Strinnhed Planner Simon Stefansson Audi Sweden Marketing Director Tom Hedström Brand Manager Carola Klingvall Event Manager Niklas Henning
Date
Spring 2017
Background
Audi had been a big fan and a proud sponsor of alpine racing for 20 years. But during the biggest alpine event of the year, the World Ski Championship in St. Moritz, they were not the only brand fighting for attention.
Idea
In order to stand out, the idea was simple. Every skier in the competition had the Audi logo on his/her shoulder. But during the course of the day, it was switched on just one skier's arm to the licence plate number of a brand new Audi.
The first viewer to spot the number on live TV and share it on social media would win the skier's new Audi. The next 10 to share a tweeted image of the number won ski gear. The challenge was promoted on social media in the run-up to the World Championships.
Results
Audi got ski fans staring at their TVs for 13 days, looking at the Audi logo in the hope of seeing it suddenly change, which it did on the second-to-last day of the competition.
Our Thoughts
Everyone was a winner in this beautifully simple idea. The TV station got viewers glued to the screens; the 589 competitors got equal attention; one lucky person won a car. Incidentally, Frida Hansdotter, who was the skier wearing the number plate, got the bronze medal in the downhill. And. Presumably, a new Audi herself.