General information
Country: UK
Company: SKY UK
Client: Audi
Sector: Automotive
Media: TV, Digital, Social media
Time Period: Launched Summer of 2022, the partnership has been renewed since and has returned to Golf for an unprecedented year 3.
Campaign objectives:
- Position Audi as a leader in electric vehicles (EVs) and cutting-edge automotive technology.
- Increase the percentage of drivers who would consider Audi for their next EV purchase.
- Strengthen perceptions of Audi as a leader in automotive innovation.
Context
In 2022, Audi partnered with Sky Sports as its first Official Innovation Partner, aiming to elevate the brand’s reputation in the electric vehicle market by leveraging innovation and advanced technology. The collaboration began with the introduction of the “Power Meter” during Sky Sports’ coverage of *The Hundred* cricket tournament. This tool told engaging stories that highlighted Audi’s image as prestigious, innovative, and forward-thinking, helping solidify its status as a top contender in the EV space. The successful debut set the stage for the years to come.
In 2023, Audi expanded its presence by co-sponsoring Sky Sports’ coverage of the PGA Tour. This included the launch of the ‘Audi Performance Zone’ in Sky Sports’ Golf Studio, featuring two unique innovations: the ‘Force Plates’ and the ‘Zen Eye’. The ‘Force Plates,’ inspired by Audi’s quattro technology, measured the balance and force behind a golfer’s swing, emphasizing precision and power. The ‘Zen Eye,’ drawing on Audi’s Adaptive Headlight technology, analyzed the intricacies of putting, offering viewers insights into the ideal pace and line. This inventive approach to sports broadcasting earned widespread recognition and awards.
In 2024, Audi renewed its partnership with Sky Sports, further expanding its innovative presence. The newest feature in the ‘Audi Performance Zone,’ the ‘Swing Design Sequence,’ was developed in collaboration with Sportsbox AI. This tool uses skeletal tracking software to turn slow-motion video into detailed avatars, breaking down the mechanics of professional golf swings. Expert coaching analysis provides viewers with actionable insights into speed, balance, power, and accuracy to improve their own techniques.
Creative Minds
The ‘Audi Performance Zone’ premiered on April 12, 2024, during the RBC Heritage tournament broadcast from Sky Sports’ new Golf Studio. Audi’s innovative contributions will continue throughout the summer, with features showcased during coverage of tournaments such as the Zurich Classic, John Deere Classic, 3M Open, and Wyndham Championship. This ongoing collaboration with Sky Sports highlights Audi’s unwavering commitment to pushing technological boundaries and driving innovation in both automotive and sports broadcasting.
Sky Media, in collaboration with Omnicom Media Group’s PHD, brokered a deal that showcases a strong partnership in the creative and media landscape.
Campaign video
Results
“Partnering with Sky Sports as its Official Innovation Partner is a natural fit for the Audi brand as both brands are progressive in their fields. The results we have seen so far are fantastic, and we are excited to see how the partnership continues to evolve in 2023.”
KPI’s:
- Highlighting Audi’s EV leadership to a new audience.
- Surpassing KPI’s, paving the way for continued innovation with Audi in 2023.
- Enhancing Brand Consideration: Raised Audi’s desirability and consideration.
- Perception of Prestige: Positioning Audi as the top EV choice.
- Successful Brand Positioning: Establishing Audi as innovative and progressive.
- High Attention “Power Meter”: Outperformed desktop video formats despite limited viewing time.
- Campaign achieved over 4.7 million views, meeting campaign objectives.
Award-Winning Partnership: Campaign recognized for tech innovation and research excellence.