Oct, 27 2016

Objective

Maximise awareness of the opening of the world’s first Audi Sport showroom – located in Abu Dhabi – amongst motor-sport and car enthusiasts in the Middle East, the UK and Germany.

Solution

Working alongside our broadcast PR partners Markettiers, we pitched the idea of producing a high-end, quick turnaround video (edited overnight) of the opening of the showroom, that would be suitable for international editorial placement and excite car enthusiasts. With 9 time Le Mans winner Tom Kristensen available for soundbites, and for driving in an Audi R8 LMS around the Dubai Autodrome in Motor City, our film crew used a combination of drone footage, GoPros within the car and 4K cameras, to film Kristensen getting prepped for his drive and doing laps around the Autodrome.

We also filmed an interview with Stephan Winkelmann, CEO of Audi Sport, and footage of journalists having the chance to put their driving skills to the test. The team then travelled to Abu Dhabi for the official opening of the showroom, which included a convoy of R8s.

A Broll and cut package was created with the edit taking place overnight to hit the news from the next morning. We also produced two additional edits in German and Arabic.

Results

The video was embedded and coverage was secured with Reuters, Arabian Radio Network (ARN), Sky News Arabia, 7Days, Sky News Arabia, City7 TV, National, CAT TV, Dubai Sport and Dubai Eye Breakfast.

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