References

Audi. 100 years Audi

Mission

2009 sees one of Germany’s largest brands celebrating its 100th birthday. The centenary should also be duly celebrated online – with a competition inviting users from 50 countries to interact.

Implementation

An intro video shows a collage of historical and current Audi film material. An emotional start which makes the user intrigued about the web special. Users choose their personal favorite vehicle from the history of Audi design, and present this choice prominently on a monumental competition wall. As well as the competition, interested visitors can also download films from the Audi archives. Neue Digitale / Razorfish was responsible for the concept, design and programming of the special.

Conclusion

The competition was a great success. In the first week it quantifiably beat all expectations. The large number of registered participants makes the web special a rousing digital experience.