October 3, 2005
Audi wins Euro Effie award
Ingolstadt, Germany – Audi AG has been presented with a silver “EACA Euro Effie” award for the integrated brand campaign that accompanied the Will Smith movie “I, Robot”. The award is one of the most coveted of the European advertising industry and is made in recognition of the most efficient and effective advertising and communication campaigns; the presentation was made at a ceremony in Brussels.
The campaign, called “Tomorrow Has Arrived Today”, developed and built the sports car study Audi RSQ specifically for the film and leading actor Will Smith. A total of 46 campaigns made it through to the final selection. Audi’s campaign began in April 2004 with the official press launch of the Audi RSQ in Berlin, followed by a separate RSQ microsite on the Internet and separate Audi television and print advertisements for the film. The vehicle was also exhibited in numerous countries to support the film’s premiere, and was used for the sales launch of the DVD.