Audi A6

THE BRIEF – Stand out from the crowd of four-door sedans

In the US we had to help launch the new Audi A6 in a category that was a sea of sameness: perfectly nice, well-built four-door luxury sedans. We needed something different.

OUR IDEA – A primetime drama on FX starring the new Audi A6

Auto marketers love to integrate their cars into hot TV shows. But only Audi would set out to create their own hot show, in collaboration with FX, one of television’s boldest networks.

Enter the Untitled Jersey City Project (UJCP): A series of eight two-minute episodes, starring the Audi A6, designed to feel like fragments of an FX drama that leave consumers wanting more.

We started the campaign by teasing the story through a series of trailers that premiered during the primetime Emmy Awards. Simultaneously, we launched an innovative teaser campaign in cinemas.

Episodes launched during FX’s Sunday Night Movie franchise over four weeks. All episodes and promos drove viewers to UJCP’s website to view more episodes and additional content.

The campaign kicked into top gear on social media. Key syndication outlets drove an additional 3.2 million views of the series, with about half the views generated organically by consumers sharing the content.  Sponsored tweets and blog posts inserted UJCP into the conversation in social media. Viewers even had a chance to participate in the creative process by submitting their own storylines and titles for “UJCP”.

THE RESULT – The results were unprecedented.

The campaign garnered 62 million PR impressions and a 472% spike in search volume on nights when the episodes aired.

And the star of the show, the Audi A6, received the highest recognition of all, reflected in a 51% year-over-year sales increase during the campaign time period.