Today we tend to take the same pictures of the same objects from the same places. Audi wanted to challenge this and at the same time promote quattro, their powerful four-wheel drive. That’s why they created Catch the Unseen.
With the help of Swedish agency Åkestam Holst, they created a microsite that showed where the most Instagram photos were being taken in Sweden. They then encouraged Instagram users to explore more of the unknown and capture these amazing places using the #Catchtheunseen hashtag.
By uploading a photo with #CatchTheUnseen and @AudiSweden, the algorithm could find the nearest geotagged photo and reveal the distance to it. The winner was the one with the furthest distance.
The campaign was a huge success as it helped Audi reach more than 500,000 Instagram users. The winner captured an amazing photo where the next nearest photo was over 8 miles away. The winner received a brand new Audi Q7.
Audi were able to collect the metadata and map all the geo tagged Instagram photos that’s ever been shot. By uploading a photo with #CatchTheUnseen and @AudiSweden, the algorithm could find the nearest geotagged photo and reveal the distance to it. The winner was the one with the furthest distance.
The campaign became popular among Instagram photographers which helped Audi reach more than 500 000 Instagram users, and the winner had over 13 kilometres to the nearest photo and got his hands on a brand new Audi Q7.
Credits
Andreas Ullenius – Creative Director
Michal Sitkiewicz – Art Director
Eva Wallmark – Art Director
Rickard Beskow – Copywriter
Tom Hedström – Business Director
Johan Eklund – Producer
Jennie Strinnhed & Mirja Hjelm – Account Manager
Jerker Winter – Planner
Kalle Peterz – Web Developer
Nisse Axman – Motion Director
Eric Karlsson – Motion Designer
Torbjörn Krantz – Graphic Designer