Paparazzi

Background

Only 12 of the new Audi TT cars had arrived in Israel and the client wanted to create a special sale day for them. The brief was to attract potential buyers to the showroom on the designated day, but the agency only had five days to produce the campaign.

Idea

Since so few cars had arrived in the country, Lead decided to create an exclusive and top secret event of the arrival itself in order to pique people’s interest in getting a glance at the new model. With only five days for production, they needed an easy and fast solution. They came up with the idea of a private eye or paparazzo getting inside information on the arrival and sneaking exclusive photos. They photographed the cars on the way from the port and as they arrived at the showroom and then sent out the 12 snapshots, each with additional product details about the car, to 1,000 top-end consumers in a brown file labelled ‘Top Secret’. The letter contained in the file takes the form of a report from a private investigator. It tells the prospects that it has inside information, received from a ‘reliable source’, about a special sale day at the Audi Headquarters and advises them to go to the saleroom if they want to get their hands on one of these exclusive cars.

Results

Three cars were sold on the sale day - a great success, considering that each car costs more than $100,000 in Israel.

Target Audience

Top end consumers who love cars

Size

1,000 packs

Our Thoughts

The client brief must have been something along the lines of, ‘We want to create buzz and excitement around the 12 TTs we are importing into the country but we are rather hoping to sell them almost as soon as they arrive.’ The solution, to treat the car as a star being followed by the paparazzi, hides what must have been a nightmare job for the production manager to get the idea printed and distributed within moments of the cars’ arrival in Israel. Well done that man!