Revenge on ice – the Audi quattro® challenge #2
In January this year, Audi launched the #quattrochallenges, in which the legendary four-wheel drive is put through new challenges. The agency thjnk is responsible for the conception and implementation. The goal of the content campaign is to consistently develop the classic communication message – quattro® is perfect for all conditions – and enable target groups to experience it in digital media too. Heiko Freyland, Creative Director at thjnk Hamburg, says: “The legendary ski jump ad in 1986 paved the way. The quattro® challenges continue this success story.”
In the first challenge, an Audi SQ5 towed the freeskier Roy Kittler through various ski jumps and snow obstacles. According to social media analysts Ebuzzing, the film, which was specially designed for the Internet, became one of the three highest-rated YouTube videos by German car manufacturers. Now Audi is launching the next challenge.
This time, the DTM champions Mattias Ekström and Timo Scheider take centre stage. Since the two drivers are bound not just by a longstanding friendship but also by a sporting rivalry, Mattias challenges his teammate and friend Timo to a special race in his country, Sweden.
A frozen lake in Lapland was transformed into a racetrack that tested both drivers to their limits – the perfect location for “revenge on ice” and for them to mentally prepare for the upcoming DTM season in two Audi RS 6 Avant quattro® models.
Filming took place near the Swedish municipality of Arvidsjaur. The film was produced by ZIGGY mediahouse and directed by Alexander Gerlts. The racetrack was designed and created by Mattias Ekström’s compatriot, Jan Edvardsson.
The ice track challenge and interviews with both drivers can be viewed on the Audi YouTube channel youtube.com/audi and the quattro® microsite audi.de/quattro. Another film with the best behind-the-scenes moments will be released soon. The videos are accompanied by a social media campaign on Facebook, Twitter, Instagram and Vine, using the hashtag #quattrochallenges.
Director of Interactive Brand Communication: Dr Felicitas Nogly
Campaign Manager: Florian Langer
Creative Directors: Heiko Freyland, Grit Hornich, Matthias Kern
Art Directors: Matthias Kern, Claudio Burtschenko
Text: Heiko Freyland
Consultation: Niklas Kruchten, Frederike Wasserkampf
TV production: Thomas Nabbefeld, Fabian Böttner
Film production: ZIGGY mediahouse
Director: Alexander Gerlts