The task

What does the future of driving look like?

During the DTM finale 2014 at Hockenheim, Audi sent a very special car onto the racetrack. The Audi RS7 was skilfully cruising at 150 mph across the circuit – without any driver. A vision of the future come true and proof of Audi’s long-lived claim “Vorsprung durch Technik”.

In order to reach as many people as possible and to demonstrate Audi’s pioneering role with respect to piloted driving, this unique event had to be promoted beforehand. A large infotainment package – including a live stream – was to create awareness for the event among fans, followers as well as the press.

The idea

Content for a high media coverage

Around this unique event, we developed an extensive communication concept creating awareness among a very broad target group. We produced everything from the initial, still cryptic teaser to the final documentary. Due to a varied coverage we focused on different aspects, provided exclusive insights and spoke to experts behind the scenes of this pioneering project.

In many small films with a high arch of tension, we were able to spread information as widely as possible. Immediately after the finish of the live event, the films were made available for the media as well as for the interested public. Thus, our contents were distributed quickly and resulted in a high media response.

The realisation

Within a mere six weeks, we realised more than 20 films with different topics in order to serve a wide range of media. Our team of approximately 40 people worked virtually day and night for this large output. Apart from several teasers, the package comprised editorials portraying the beginning of piloted driving at Audi. In addition, we produced a highlight film as well as an editorial for the press. The key element in this complex project was our KieferNümann headquarters in Munich – that is where the majority of the films were edited. While the films were cut, our production teams were shooting across Germany: For instance documenting the work of the engineers at Hockenheim, Ingolstadt and Oschersleben over a span of four weeks. Interviewees from different areas answered all our questions, so we were able to enrich our films with interesting information.

The result

Over 20 films on the double

More than 20 films surrounding the event contributed to the success of the highlight clip with more than 2 million views. One key to success was the extensive and immediate delivery of our films, which received a positive feedback from the media and the respective target group. Due to this media buzz, Audi was able to strengthen its image as the pioneer in technology, more specifically in the segment of piloted driving.

This project was an opportunity for us to prove that our flexible teams can deliver extensive, high-quality output in a very short time.