thjnk, loved and Audi – the perfect mix for the Audi A3 Sportback e-tron.

The first teaser campaign for the new Audi A3 Sportback e-tron developed by the thjnk agency group’s Hamburg branch took off in late 2013. For the market launch, thjnk joined with design agency loved to produce the second part of the integrated campaign.

The focus here across all media is on the core competency of the Audi A3 Sportback e-tron: its perfect mix of performance, consumption and range. In a TV commercial, two DJs mix their soundtracks perfectly into one another, symbolising the benefits of a plug-in hybrid drive that combines a petrol engine with an electric motor.

The TV commercial is flanked by a wide range of other measures. In a web special, for instance, users can create their own perfect mix and get to know the e-tron and its advanced technology a little better in the process. The Audi A3 Sportback e-tron is even featured on Spotify – in the shape of an exclusive “The Perfect Mix” playlist.

Michael Finke, Head of Creation & Sales Media at Audi, comments: “What’s special about the Audi A3 Sportback e-tron is its groundbreaking drive concept. That’s why the campaign mustn’t be purely above the line, either.”

Gerrit Zinke, Executive Creative Director at thjnk Hamburg, adds: “Just as the e-tron stands for the perfect mix of electric motor and petrol engine, we, too, succeeded in combining the benefits of a wide variety of media channels to perfection.”

The TV launch on 7 November is flanked by an e-tron special in the Audi Magazine complete with making-of, various print ads and advertorials, a print folder, a range of out-of-home advertising measures, standard and special banners as well as interviews with test drivers on and the Audi YouTube channel.

The commercial

Responsible on the client side:
Head of Marketing Communications: Giovanni Perosino
Head of Creation & Sales Media: Michael Finke
Head of Advertising & Digital communications: Dr. Felicitas Nogly
Head of Marketing Communications Germany: Silke Miksche
Campaign Manager Print & TV: Cristian Grajales Rosas
Campaign Manager Digital: Frank Risse
Campaign Manager Germany: Stephanie Geiger
Project Director Magazine: Anja Weinhofer

Responsible on the agency side at thjnk:
Executive Creative Directors: Heiko Freyland, Gerrit Zinke
Creative Director Art: Tilman Gossner
Creative Art Senior: Roman Geoffrey Lukowski
Creative Art: David Scherer, Dörthe Szech
Creative Art Junior: Sabrina Mairinger
Creative Director Copy: Tobias Ahrens
Creative Copy Senior: Fabian Königer
Creative Copy: Michel Foertsch
Creative Copy Junior: Eike Eberhardt
Creative Copy Internship: Melina Henrichs
Creative Director Concept Digital: Grit Hornich
Creative Junior Art Digital: Artur Schäfer
Creative Intern Concept Digital: Martin Wiesemborski
Account Director: Niklas Kruchten
Project Director Digital: Frederike Wasserkampf
Project Manager Digital: Maleen Gerckens
Agency Producers: Thomas Nabbefeld, Fabian Böttner

Responsible on the agency side at loved:
Managing Director: Peter Matz
Creative Director Art: Rouven Steinke
Design Executives: Kim Arendt, Imke Jurok
Account Manager Senior: Daniela Sutter

Responsible on the production side:
Film production: Markenfilm GmbH & Co. KG
Director: Scott Lyon
Post-production: The Mill
Recording studio: nhb ton GmbH
Music: Daniel Avery