How Audi tapped into tech to drive EV demand

Intended to cause a stir among electric car drivers, Audi and Sky Sports joined forces on new tech to enhance coverage of cricket competition The Hundred.

Audi MW Awards 2023
Source: Audi

Determined to position itself as a leader in the fiercely competitive EV market, Audi wanted to become the go-to brand for drivers on the lookout for their next electric car.

With audience insight revealing Audi drivers were 20% more likely to watch Sky Sports than the average UK adult, the car marque signed up to become the broadcaster’s first official innovation partner.

Audi and Sky Sports started out by creating the Power Meter, designed to run during coverage of men’s and women’s matches in cricket competition The Hundred.

Cameras situated across the cricket field generated an algorithm to measure the speed and accuracy of a ball leaving a bat, scored out of 100. This score offered fans insight into the accuracy and power of a strike, as well as the likelihood of hitting a six.

The introduction of the Power Meter was amplified by a multimedia plan running across TV, on-demand, digital and social, as well as a series of brand stories. Collaborating with agencies PHD and BBH, Audi and Sky Sports developed a co-branded 20-second hero creative, behind-the-scenes videos and social masterclasses with sporting stars including cricketer Eoin Morgan and footballer Mason Mount.

The partners claim the campaign delivered a “significant impact” on perceptions of Audi as a prestigious brand among those exposed to the content, making it their number one EV supplier of choice.

The Power Meter achieved a final attention score said to have outperformed most desktop video display formats – despite a more restricted time to view – results which helped Audi scoop the 2023 Marketing Week Award for Automotive.