The weather is and always will be a hot (no pun intended) topic in our country. We talk about it constantly. So it makes sense that it became the focal point of the idea.
We created a real-time mechanism based on scientific KNMI-data that smartly calculates the quattro-percentage of the day. Frost, wind, downpour and how they influence a car’s grip were the calculative elements adding up to the percentage. In short, more extreme weather equals a higher quattro-percentage. And whenever the weather angled towards the extreme we encouraged quattro drivers via social media and bannering to go out and experience their quattro full force. And they did.
The campaign was a success. We launched the hub website during the first winter storm of the year, a nice piece of real-time marketing. The interaction with the Audi public via social media and bannering worked as well. The concept proved to be seamlessly compatible with and became an intricate part of, the international quattro campaign.