400 tests - Radio 43'

Creative idea

Bulgaria has the second worse roads in the EU and the seventh worse in Europe (Global Competitiveness Report, 2019). The government fails to respond adequately, and so the issue with the notoriously bad pavement and the thousands of potholes remains unresolved. To address the problem from a different perspective, Audi Q7 launched a campaign around its latest improvement: an active roll stabilization system which performs 400 data readings per second to provide the perfect balance. In radio, people could hear the tires – all 4 of them – as they go through their daily experience, riding on a typical Bulgarian road.

Brand name: Audi Bulgaria
Advertiser / client: Porsche BG
Product / service: Audi Q7 | Active Roll Stabilization
Campaign name: Audi Q7 | Active Roll Stabilization
Agency network: SAATCHI & SAATCHI
Agency: Saatchi&Saatchi Sofia
Media agency: Dentsu Bulgaria
Agency chief executive officer: Radomir Ivanov, Petar Keserdzhiev
Creative director: Vladimir Dimitrov, Bilyana Yosifova
Copywriter: Bilyana Yosifova
Account director (agency): Velislava Chavdarova
Music: Kaloyan Dimitrov
Post production: Kaloyan Dimitrov
Additional company: MVO: Ivan Moskov VO: Petar Meltev Sound Design & Post Production: Kaloyan Dimitrov