The Effective Digital Marketing Awards 2020 winners were revealed at a virtual awards ceremony, with over 100 executives from shortlisted brands and agencies attending the event. PHD Taiwan were crowned winners in the Most Effective Video Campaign category for their ‘Audi: e-tron Has Landed’ campaign.

PHD Taiwan and Audi used augmented reality (AR) to increase Audi’s popularity and build awareness of its first purely electric car in Taiwan.

In order to successfully embed itself as the most innovative car brand in the hearts of Taiwanese people, Audi needed to start building awareness of its new e-tron model before the car itself was even available. Partnering with a new AR-focused TV show, instead of a traditional unveiling by driving a real car into the studio, it used AR technology to allow consumers to experience the vehicle and its innovative technology, inside and out.

The campaign results exceeded Audi’s expectations, racking up nearly 800,000 impressions – surpassing its original goal by more than 100,000 views, with the key search term ‘e-tron’ achieving peak popularity for search interest.