Audi Australia and Room to Read.

Together, they believe that World Change

starts with Educated Children for a progressive future.

The Brief • We need the agency to develop a campaign to promote our app ‘Race to Read’,

aimed at educating and entertaining Australian children in the backseats of cars - ‘edutainment’.

• All proceeds of the app will be donated to Room to Read.

HIM

HER

THE PARENTS

The Audience

Driving progress through education.

Race to Read

An edutainment app with 100% of the funds raised going to

‘Room to Read’.

Agency tasks - deliverables Create a brand logo and identity for ‘Race to Read’

Concept and development of app

Channel strategy, comms development including ambient stunt for launch

Pre-launch Interest generators Launch Follow-Up

Campaign launch Audi ambassadors App Documentary with winners

Announcements:

eNewsletters

Online video Gaming Announcements:

eNewsletters

DM (Audi Mag) Ambient stunt Donations Audi events

Sponsorship partners Competition element of

travelling in the

documentary

Book drop at dealerships Online campaign to

documentary

POS: At dealerships throughout

Online always on strategy: Social media and website throughout

Earned media: PR and WOM throughout

KPIs • Raise awareness

• Educate Australian children

• Raise $3 million

• 200,000 app sales to raise $2mil

• 1,000,000 additional app features sales to raise $1mil

World Change can start at the backseat of your car.