On Saturday, June 11, 2011, at 6pm IST when the Le Mans 24 Hour race (said to be the world’s most grueling endurance race for cars) began, Audi India launched a 24-hour online race to garner support for the Audi R18 TDI racing at the Le Mans. The idea, conceptualised by Creativeland Asia, was to demonstrate the ultra lightweight technology of the car, in keeping with its global positioning.
Speaking on the activity, Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, said, “Audi had been winning at the Le Mans almost every year. But other than die-hard motor enthusiasts, few people knew about it in India. Our objectives were to get as many Audi fans in the country to know about Audi’s legacy at Le Mans, garner as much support for the team and impart knowledge on a feature or two of the car.”
For the activity, Creativeland created a website where fans could come and “push” the Audi team to victory. Upon logging in, a message saying “Audi is participating at the Le Mans 24 Hour. Blow into the microphone to show your support and participate” and a visual of the back of the R18 on the racetrack welcomed the participant. When the fan blew into the microphone, the car moved forward and stopped, and this could be repeated two more times. The final message said, “Audi ultra lightweight technology. The Audi R18 TDI.”
A panel below displayed the number of participants, the time left in the race and the distance covered. It also asked fans to share the link with friends and get more participation. Every time a participant blew at the car, it was programmed to move 50 metres. At the end of 24 hours, the car had traveled 60,190 km with the help of over 4 lakh fans.
Kurup added, “What was interesting is that a lot of people from the 4 million odd global fan base also participated in this blow-race. It’s all part of the larger plan of building the Audi aura in India.”
"Being able to share our victory with our fans is a fantastic feeling. I am happy that the initiative not only engaged them but also communicated our Vorsprung philosophy to them most effectively,” commented Clemens Ollmert, head of marketing, Audi India.
On this initiative, Srishti Sawhney, head marketing communications, Audi India, said, “We are happy to have identified and explored this amazing and timely opportunity along with Creativeland Asia. We have always been far-sighted in leveraging our brand. And initiatives, such as this one, that are built around our fans’ involvement and thrill add immense value to our relationship with them, ultimately enhancing the aura of Brand Audi.”