Audi - Santa’s Wonder-Lab

Concept - Experiential - Partnership - Teaser Film - Social Posts - PR event - Art Direction- DRUM

Christmas is a notoriously difficult time for car dealerships as people tend be focusing on their Christmas shopping instead of high-ticket purchases.

So, rather than fight against the noise of Christmas, we decided to work with it, creating Audis answer to driving sales over the festive period.

Santa’s Wonder-Lab.

A Santa’s Grotto with a difference, where big kids get to test drive the cars and little kids test drive the latest tech toys.

Whilst family’s normally queue to see Santa for two seconds and a pack of pencils in traditional grottos, we wanted to create the most magical tech advanced experience possible.

We achieved this by building a bespoke modern version of Santa’s workshop in Audi Centres with; projections, an Interactive app, motion graphics, lighting sequences and magical buttons which released presents down a chute and reactive sound design.

Santa’s Wonder-Lab visited 40 Audi Centre’s nationwide, bringing joy to 707 families over 4 weeks up to Christmas. Resulting in an additional 596 car sales during December 2019 and an ROI of 12:1.

From initial briefing to delivery was just 7 weeks. 

Creative Director: Claire Baker

It all started with a teaser film and social posts: 

A summary of the experience:

On the test drives families played with the following interactive app:

We worked with Global Media to create the booking site and promote it through their channels:

Global Media talent and their families were the first people to try out Santa’s Wonder-Lab at the PR event. They then promoted the experience on social and in live reads: