Bea World 2017, terzo premio a Creators, Oettle Ferber Associates, Tfn, Four To One Lighting Design, Madhat con ‘Audi Summit 2017’ per Audi. In mostra le tecnologie più avanzate firmate dal brand e le proposte per la mobilità del futuro
Il terzo premio del Bea World 2017, il premio internazionale ideato e organizzato da ADC Group , dedicato agli eventi e alla live communication, è andato alla Germania e in particolare a Creators, Oettle Ferber Associates, Tfn, Four To One Lighting Design, Madhat, grazie all’evento ‘Audi Summit 2017’, firmato per il cliente Audi (apri la gallery fotografica in alto per vedere le immagini dell'evento).
Svoltosi a Barcellona, nel mese di luglio di quest’anno, l’Audi Summit 2017 ha introdotto un nuovo format per gli eventi del brand e dell’intera industria automobilistica, mettendo in mostra le tecnologie più avanzate firmate da Audi e le proposte dell’azienda per la mobilità del futuro.
Il premio Bea World si è svolto nell’ambito del Bea World - The International Festival of Events and Live Communication, la manifestazione globale, anch’essa ideata e organizzata da ADC Group, tenutasi dal 15 al 18 novembre 2017 nella città di Porto, in Portogallo.
Gli eventi sono stati valutati da una giuria composta da autorevoli esperti, manager e professionisti della live communication, provenienti da diversi Paesi del mondo. A coordinare il lavoro dei giurati quest’anno è stata la presidente di giuria, Andrea Faflikova, senior Pr & event manager Ceemea di Lego Group.
Nella scheda che segue potete trovare tutti i dettagli dell’evento 'Audi Summit 2017'.
BEA WORLD 2017 - EVENTO TERZO CLASSIFICATO
'AUDI SUMMIT 2017'
Brief description: A new event format to Audi and the entire auto industry: the Audi Summit. It’s the brand’s new platform addressing worldwide opinion leaders.
Organising Company: CREATORS GmbH, Oettle Ferber Associates GmbH, TFN GmbH & Co. KG, FOUR TO ONE Lighting Design GmbH, madhat GmbH.
Client company: AUDI AG.
Dates of implementation: 11/07/2017 - 11/07/2017.
Target: All stakeholders of Audi AG such as press, media, multipliers, influencers, analysts, developers, suppliers, Audi importers (world-wide), universities, Audi dealers (world-wide), VIP customers (world-wide), Audi fan clubs, automobile associations, Audi employees.
Location: Fira Barcelona Gran Via.
Objective of the event: It’s the most radical transformation ever: from a traditional car manufacturer to a digital car company. The briefing required not just to design an event, but to develop a new convention format, pushing Audi at the forefront of the digital age, powerful enough to create worldwide Halo-effects. Idea: the Audi Summit, a combination of info-/edutainment, future panel and marketplace. A new format to Audi and the entire auto industry. Core topic: the ‘new’ Audi brand and its vision of the future.
Creative idea and description of the event: Digital topics require for new forms of communication. With the Audi Summit, we were seeking for a more comprehensive and efficient approach. Brand Show and Brand Space built a consistent entity. The Show immersed the audience into a monumental spectacle: 70 cars were choreographed. Stage and audience area were fused, originating a giant digital experience sphere. The A8 reveal became the show highlight. It created a powerful symbol for the car’s striking AI and machine learning capabilities. It was developed from scratch: from robot and car modifications to the complex synchronization of media, light and 3D mapping. The launch of AI as the brand’s new technology label concluded the Show and led over to the Brand Space, where core topics could be further be experienced and discuss.
Effectiveness: The livestream generated a 13.2 million audience. Countless press clippings, online- and TV-coverages reported on the event. Media response was 3 times stronger compared to the extremely successful introduction of the new Audi Q2 at Geneva Motorshow (170 million impressions vs. 51 million).
Media Mix: Audi broke new ground. Together, press and marketing developed an integrated channel strategy. Landing page www.summit.audi as central hub for videos, countdown and social media newsroom. Audi A8 pre-premiere in the blockbuster ‘Spiderman’ incl. red-carpet arrival of a camouflaged A8 on June 28. Audi Summit teaser videos closely linked to the Spiderman theme. New influencer program under the motto ‚new premium’: Top-Influencer can touch the car, sit in it, smell it – but they cannot see it.
Producer: CREATORS GmbH, madhat GmbH.
Technical direction: TFN GmbH & Co. KG, FOUR TO ONE Lighting Design GmbH.
Concept: CREATORS GmbH / Oettle Ferber Associates GmbH.
Direction: Andreas Kohlstadt, Holger Verstraeten.
Staging and set design: The Audi Summit consisted of two sections: a 5.000sqm show area and a 5.500sqm Brand Space. The Brand Show introduced the Summit, drawing a picture of Audi’s idea for mobility in the digital age. At the heart of the show: the world premiere of the A8 – a statement for the car’s leading role in autonomous driving and AI. Kunal Nayyar – known from ‘Big Bang Theory’ – presented the show. Known for nerding out over planetary objects he geeked out about Audi, combining entertainment and profound information. Following, the Audi Brand Space invited for a ‘deep dive’ featuring 100 exhibits, 150 Audi experts, 25 exhibited cars and the presence of the entire board. The audience got a clear understanding for the notion ‘Premium Digital Car Company’ and the transformation process this includes.