The new Audi Le Mans ad premiered tonight before the Champs League kick off. The 2.5 min ad tells the story of what it is like to be an Audi driver in the 24 hour Le Mans race. The ad in shot in 2d and 3d (viewable on Sky and in cinema). It is beautiful and engaging, it is an ad that you want to watch. Longer time lengths, smart use of technology combined with a story gives a brand stand out but will it pay back on the media cost (at circa £160k per 30 secs)?
From what I can see they have a fabulous piece of owned content + an incredibly high quality paid media spot but have made very little effort to maximize the earned media value…. In my opinion if you are going to spend that much on one spot it should be supported by digital media in the paid and earned space. The YouTube film has not been posted publicly so that it is discoverable and there is not any paid search to overcome the lack of natural visibility.
I really believe this is the new model for marketing in a POE world but you have to get all the elements working together to make the most of the new media ecosystem.
Joanna Lyall's Blog 