The Audi Q3 opened for bookings around 16 June, and to generate buzz around that, Creativeland Asia created a music activation that tied in with an online contest.
At the outset, Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, clarified, “It was an activity that’s a part of the launch campaign, but it wasn’t the launch campaign. It was something that we wanted to do that would set the stage for the Q3 launch.” The music activation was seen on cinema, social, digital and mobile.
He explained further, “Primarily, this car is meant to be the youngest Q-vehicle in the stable. It’s the new kid on the block and it also brings down the entry barrier for super luxury (it’s priced at between Rs 20 lakh and 30 lakh), so the Q-life becomes accessible even to the younger lot. That’s how the idea of ‘Start young’ came about. We know that one of the things that really influences young people is music, so we created a whole track which is called ‘This is our time’.”
The music video features actor John Abraham and musicians Mikey McCleary and Nikhil D'Souza, and captures young people seizing the moment.
The music video had a call to action to a contest that ran for three weeks, ending on 30 June 2012. By visiting a microsite www.audi-q3.in, Audi fans could create their own music video for the Audi Q3 starring themselves (to make the video, they could pull in pictures from their Facebook page as one of the options). Twenty videos with the maximum number of likes will be shown to the jury selected by Audi to choose the winners.
The press launch campaign is currently underway, and the agency also conducted dealership events. According to Kurup, there was nothing on television because Audi had limited numbers of the car and it sold out in two weeks. He also spoke about making the music track available for download as a ringtone on popular request.
Creative agency: Creativeland Asia
Record Label: Creativeland Records
Music: Mikey McCleary