Audi x Santa's Wonder-lab

  • Kelly Palmer

As part of our brand experience strategy, we wanted to generate traffic and encourage new-customer test drives in Audi Centres, at a time when consideration for buying a new car is seasonally low. I brought DRUM on board to tackle the project, with a difference. Visiting 40 Audi Centre’s nationwide, Santa's Wonder-Lab brought joy to 707 families over 4 weeks up to Christmas 2019. Resulting in an additional 596 car sales during December 2019 and an ROI of 12:1. Any toys at the end of the activation were distributed to eight hospitals in the UK, accompanied by a visit from Santa's elves, too. From initial briefing to campaign delivery took just seven weeks! *** Please visit the URL for more information and a stunning wrap-up film that showcases the project delivered by Audi and DRUM.

Santa's Wonder-lab featured a 'toy testing zone' where children were invited to trial the latest 'tech toys' in 2019. This experience was offered with any family taking an Audi test drive throughout December.

We partnered with Global Radio and their entire media catalogue to activate the campaign across CRM, DAX, Digital Display and Social Media. This drove people to a ballot sign-up form where we also had the opportunity to collect customer data.

Project Tags


  • Audi UK logo

    Audi UK

    • Non Creative Industries