Audi’s novel idea
The auto brand collaborates with Penguin Random House publishers in a bold attempt to get drivers opening their car manuals on World Book Day.
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Credits
powered by
- Agency Ogilvy/Barcelona
- Production Company In-House at Agency
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Credits
powered by
- Agency Ogilvy/Barcelona
- Production Company In-House at Agency
- Executive Creative Director Roberto Fara
- Executive Creative Director Noelia Fernandez
- Creative Director Fran Arguijo
- Creative Writing Andrea Sanchez
- Production Monica Diaz
- Production Jordi Roca
Credits
powered by
- Agency Ogilvy/Barcelona
- Production Company In-House at Agency
- Executive Creative Director Roberto Fara
- Executive Creative Director Noelia Fernandez
- Creative Director Fran Arguijo
- Creative Writing Andrea Sanchez
- Production Monica Diaz
- Production Jordi Roca
In collaboration with publishing house Penguin Random House and Ogilvy, car brand Audi has launched this clever campaign to get customers reading an important but often neglected piece of literature on World Book Day- their car’s manual.
The thoughtfully-crafted creative involved the production of seven beautifully designed Handbook Novels – fictional stories written by renowned authors, based on keywords highlighted from the original Audi Handbooks.
These keywords and the place they appear in the handbook formed the skeleton of the stories, appearing in the novels in the exact same places and pages as in the manual. Users can then jump from the stories to the real manual by simply clicking on these key concepts.
Additionally, some chapters are customised based on the Audi model to fit specific specifications from each manual. This initiative underscores Audi's commitment to promoting culture, and offers an original and surprising way drivers can learn more about their vehicles.
