Audi: The Road to Le Mans
How Audi used content to promote fuel efficiency on the Road to Le Mans
To demonstrate the fuel-efficiency of Audi’s Ultra technology, we launched the ‘Road to Le Mans’. Recently shortlisted for a Campaign Media Award, the project saw us partner with The Telegraph to create the campaign built around a thrilling celebrity road race capturing the spirit of Le Mans 24 Hours.
The Le Mans motor race is a big deal for Audi – the technology advances created for the race are rapidly integrated into its road cars. This year’s innovation was ‘Ultra’ technology, developed for Le Mans and now found in the Audi A6 Ultra, designed to make the cars more efficient.
In the UK, Le Mans has a small audience, so we knew we would find it difficult to create traction with a campaign purely focused on the race. However, older upmarket men, our target audience, are generally obsessed with sport and spend much of their downtime indulging this passion. So the solution was clear – we would use other sports to make our Le Mans efficiency message resonate with a wider audience.
MediaCom Beyond Advertising created ‘The Road to Le Mans’, a road trip from Bolton – a town twinned with Le Mans – to Le Mans itself. Three Olympic heroines (Amy Williams, Kelly Sotherton and Lizzy Yarnold) were pitted against three World Cup winning rugby stars (Martin Cory, Phil Vickery and Kyran Bracken). Each team was given an Audi A6 Ultra and challenged to be the first team to Le Mans.
Partnering with The Telegraph we produced hugely entertaining video content following their adventure. En route, the teams received additional challenges, which included completing a pub quiz while being driven at speed round a racetrack and journeying to Champagne to collect a bottle of Moet. The real challenge, however, was doing the entire 720-mile journey on one tank of fuel, meaning the story about the Audi A6 Ultra’s efficiency was at the heart of our content.
The resulting content was filled with unscripted brilliance. Put to the test by a host of unforeseen challenges, including heavy Parisian traffic, the teams had to overcome various hurdles, with one team even missing the all-important ferry crossing. The content was integral to our aim of championing Audi’s presence at Le Mans to a wider audience, and demonstrating just how efficient the A6 Ultra is.
All content featured on The Telegraph’s Road to Le Mans hub whilst the partnership also included a number of print features, building up to a week-long series of placements in The Daily Telegraph, directing readers to the hub.