At the onset of COVID-19 pandemic, Australians were on nation-wide lockdown, unable to physically enjoy a drive on the open road, and craving a break from the difficult news that was flooding their feeds. Audi wanted to offer some much-needed respite, reconnecting house-bound drivers with the freedom of a road trip, while keeping the brand top of mind.
Audi brought the open road to Australians at home with a slow TV experience, The Drive: a 4-hour long immersive journey through breathtaking Australian landscapes, in an Audi A6.
The film was shot in the NSW Central Tablelands, using multiple cameras to replicate the experience of driving the car, which the audience could enjoy from the comfort of their own home.
Part of the appeal for using a long, slow TV-style approach was to tap into the zen nature of the genre in a time when people seemingly crave it more than ever, encouraging a moment of calm in an otherwise frantic climate.
The video premiered live on both Audi’s Facebook and YouTube channels. Once the livestream was complete, the film lived permanently on the channels, as well as Instagram Stories, LinkedIn and Audi’s online magazine. Snippets of the content were also shared on Instagram and Facebook, encouraging audiences to watch the full experience.
Although made with Australian drivers in mind, The Drive resonated around the world, drawing both local and international media attention from the likes of GQ, Fast Company, Ad Age, News.com.au and many more, earning 14x as much in media value. The media pick-up was extremely diverse, across the marketing and auto industries along with cross-category and mainstream media, and the campaign was featured in over 120 publications across 20 countries.
So far, The Drive has been watched for over 10,000 hours across Facebook and YouTube, generating highly positive sentiment.