AUDI DTM
Montmeló Battle
date: July 2006
agency: CP Proximity
creative team: Xavi de la Cruz, Carlos Adán, Eva Santos and Raúl Gª Uclés
agency: CP Proximity
creative team: Xavi de la Cruz, Carlos Adán, Eva Santos and Raúl Gª Uclés
description:
In 2006, it was the first time that the Super Touring Championship (DTM) came to Spain. Specifically to the Montmeló Circuit in Barcelona. As theme of the campaign, we took advantage of the fact that the only competing brands were Audi and Mercedes, focusing all the communication as if it were a war between two opposing forces. The event was called "Great Montmeló Battle" and all communication pieces were developed under a warlike tone (military recruitment letter, soldiers & weapon description notes, maps ...). The objective of this action was the direct marketing to generate traffic event inviting customers of the brand Audi.
Custom mailing: Mailing invitation to customers of Audi brand (soldiers), where they received all the information and the material needed to prepare the Great Montmeló Battle: Letter plate with customized details, information sheets (history, weapons, soldiers, objectives ...) map of the battlefield (circuit), etc..
Online Platform: Reinforcement site of the Great Montmeló Battle (Audi vs Mercedes) - www.divisiondelos4aros.com
