A stunning UV campaign for Audi ran exclusively on JCDecaux 48 sheets in Dublin during the month of January. The creative, designed by Cawley Nea\TBWA, showed a blueprint sketch of the new Audi A7 on a black background, which literally seemed to leap from the boards when the UV lamps were switched on. UV posters are treated with specialist ink on designated areas, which is picked up by JCDecaux’s ultra violet lamps, making the creative literally glow in the dark. The technology was the perfect fit to add impact to Audi’s large format Jan 2011 campaign - original design brought to life.
Commenting on the campaign, Audi General Manager Product & Marketing Orna Conway said, “These posters dramatize the design process behind this car, and integrates with the overall campaign concept of ‘creating something original’. By adding UV technology and lighting, the posters add more impact to the clean lines and innovative looks of the A7; they also jump out in the long dark January evenings.”
Media for the Audi campaign was booked through Mediacom and Kinetic. The campaign ran for one cycle in Dublin city and the five JCDecaux Innovate UV 48 sheet sites were seen by over 1.2m contacts for the 2 week period*.