Volkswagen Group España Distribucion S.A
Client: Volkswagen Group España Distribucion S.A
Product: Audi
Title: Inspiring shower gel collection
Media: Direct Marketing
Country: Spain
Date Of Campaign: 01/09/2022
Background: Audi Innovative Thinking is Audi's innovation platform that brings experts from different disciplines together to think creatively and develop ideas that go beyond the automotive industry. The platform establishes a community of creative professionals who fulfil the role of brand ambassadors.They asked us to design a welcome gift that, at the same time, would work as a tool to support the creative process in any of their disciplines.
Idea: We started with a single question: where does inspiration come from? It's certainly found in creative hotspots like Hollywood, Silicon Valley, Abbey Road and Ingolstad, where our headquarters are located. But there's one place that trumps them all. Because as we all know, the best ideas come to you in the shower. And it was time to bring them all together in one place.The Inspiring Shower Gel Collection presents the first shower gels with ingredients sourced from the most creative locations in the world. The creation process involved analyzing and collecting botanicals and materials from each location. Because there's no doubt that Hollywood smells of California jasmine. But it smells of lipstick and red carpet, too. The result was four unique blends that we sent to our collaborators along with the geolocalized ingredients, interviews, audiovisual assets with the fragrance notes for each gel and posters of the collection.
Results: The response showed the project was a huge success, with a 62% increase in positive feedback. Some recipients even shared the gift on their social networks spontaneously, such as actress Najwa Nimri (5.4 million followers) and singer Mala Rodriguez (1.4 million).What's more, the most frequent adjective we saw in feedback from the community was ""astounding"". And when you bring together professionals from every field to create without limits, there's no better way to define a welcome.
