The mark of a classic - Sponsorship – Real Madrid
VAESA Audi Spain
Issue 25 | December 2012
Agency
DDB Spain
Creative Team
General Creative Director: Jose Maria Roca de Vinyals Executive Creative Director: Fernando Barbella Creative Directors: Jaume Badia, Alejandro Arriagada Copywriter: Javier Nunez Art Director: Silvia Cutillas, Aldo Ferreto
Production Team
Production Company: Monkey Director: Blai Graell
Other Credits
Client: Maria del Carmen Bosch, Head of Advertising, Audi
Date
2012
Background
Audi wanted to get the most from sponsoring two of the best football teams in the world, Real Madrid and FC Barcelona.
Idea
When the two teams were due to meet in a big game, a viral was created in which two Audi A1’s took each ither on in a test-track duel.
It was only at the end of the video that their skid marks were revealed by an overhead camera to have created the image of two footballers contesting the ball, symbolising two passions. Love of football and love of the car.
Results
The viral video was one of the most watched on the web in the week before the classic match with over 850,000 visits. The online press and several TV channels turned the story into news, Earning Audi free publicity worth millions of euros.
Brand awareness incrased by 200% in the run-up to the big match.
Our Thoughts
It is often assumed, I think, that if you can crack a lean-forwards idea online then you’re on your way to Gold for Branded Content. But lean-back can be every bit as successful - provided there is an idea to it. So, here we have two Audis going at each other hammer and tongs just as the two famous Spanish clubs go at each other every time they meet. And what is created out of the contest is art.
Oh it’s a metaphor for the beautiful game alright! But Audi has inserted itself right at the heart of it. Nice one.