Airship

Somo Creates HTML5 Ad for Audi

Andy Penfold

Mobile marketing agency Somo has created an HTML5 animations as part of the cross-media launch for Audi's new model, the A6 Avant. 

The animation complements the Audi's TV advertising campaign, which was created by BBH. The TV campaign features a metallic bird, which is meant to showcase the lightweight aluminium and steel construction of the A6 Avant. 

Somo's mobile specific ad uses the same bird character, and has it flitting across the mobile screen. The bird then leads the user to a rich-media ad that explains the benefits of the new car, as it links to the model page on Audi's mobile website - also designed by Somo. 

Hugh Fletcher, national digital manager at Audi, says: "We are always looking at innovative ways to communicate our brand and products. To supplement the new Audi A6 Avant campaign, we wanted to take advantage of the increasing numbers of smartphones in the UK market, and their improved technology, by commissioning a mobile-specific ad. We're delighted that we've been able to capture the campaign's sense of agility and fun, while also breaking new ground in the mobile world."

Maani Safa, product director at Somo, says: "The iPhone's inability to run Flash has slowed the production of high-quality, realistic animation for this platform. HTML5 overcomes these issues and we are excited to be among the first to pioneer its use in our most recent work for Audi."