Audi UK has created an innovative Instant Experience using Facebook's new full-screen, mobile advertising format, working with real-time rendering specialist ZeroLight and agency partners We Are Social and PHD. The configuration experience enables users to customise the new Audi e-tron - the premium brand's first all-electric series production car - directly within the Facebook app before exploring their creation in a personalised video and even sending it to their nearest dealership.
"The new Audi e-tron is no ordinary car, so it requires an extraordinary marketing campaign. Facebook's Instant Experiences enabled us to create this modern approach, delivering incredible content directly to our customers' fingertips."
Emma Page, Social Media Lead, Audi UK
Built on a decision-tree model, the Audi e-tron Instant Experience gives users a range of colour, alloy wheel, wing mirror and interior options to choose from, with individual pages modelling every configuration possibility - editorially and creatively mapped by We Are Social. The experience uses 196 pages to create a unique configuration and exploration journey that features a range of engaging media including images, videos and interactive panoramas.
"A first for the automotive industry, this project presented an opportunity to move beyond traditional advertising. The result is a unique experience that channels the excitement of the e-tron to Facebook's News Feed."
Charlotte Burke, Account Manager, We Are Social
In order to populate the Instant Experience with the 1041 digital assets it required, Audi and its partners used ZeroLight's automated content creation platform, SpotLight™, to design and produce large batches of assets. Using ZeroLight's real-time rendered 3D models, SpotLight can quickly generate a range of media at various resolutions. Specific camera angles and configurations can be created or loaded into SpotLight and assets can be generated individually or in large, repeatable batches. This flexibility enabled ZeroLight to quickly produce the content in a highly scalable manner.
"This project demonstrates the power of SpotLight's automated content production capabilities. Using this tool, we were able to help our partners create a highly engaging and innovative brand experience, and we are very excited to see the impact on Audi's advertising ROI."
Francois de Bodinat, CMO, ZeroLight
Facebook's Instant Experiences, formerly known as Canvas, are full-screen mobile-optimised adverts that load instantly and through which a business can showcase its products in a highly visual way. With mobile-users spending 90% of their browsing time in apps, these in-app experiences, which load 15x faster than mobile web pages, give brands a powerful tool to help them reach their customers in a range of new ways.
"Until now car brands have struggled to offer consumers a positive configurator experience for choosing different options when researching their next car purchase on mobile devices; loading times are long and drop off rates have been high. This pioneering solution using Instant Experiences provides consumers with a fully personalised, immersive experience in the palm of their hands, without the need to leave the Facebook app."
Anita Fox, Head of Automotive UK, Facebook
The Instant Experience can be accessed via Facebook and will be live until the 28th April 2019.Contact
Marketing Executive, ZeroLight
T: +44(0) 191 485 0505
E: [email protected]
ZeroLight is the intelligent sales and marketing platform for the automotive industry. Pioneering real-time 3D solutions for digital retail and advertising, ZeroLight's omnichannel platform empowers OEMs to sell smarter and engage customers with interactive product experiences that enhance every stage of the car-buying process. For more information about the company, go to zerolight.com
About We Are Social
We Are Social. We are a global agency. We deliver world-class creative ideas with forward-thinking brands. We believe in people, not platforms and the power of social insight to drive business value. We call this social thinking.
With an international team of over 750 and offices in New York, Madrid, London, Paris, Milan, Munich, Berlin, Dubai, Singapore, Hong Kong, Shanghai, Beijing and Sydney our mission is to put social thinking at the centre of marketing.
We work with clients including adidas, Netflix, Google, Samsung and Audi on global, regional and local projects.