MediaCom unit MediaCom Beyond Advertising plays with light and dark for Audi TT launch.
MediaCom has come up with a campaign for the Audi TT launch, which includes glow-in-the-dark billboards.
The GroupM unit has come up with a film, with digital elements being served depending on what time of day it is.
The film was created between 9mm and MediaCom Beyond Advertising (MBA), and is “is set in an urban location where light and shadows are the playing field as it portrays two friends showing their other side, by day professionals, by night challengers”.
It has also teamed up with MI9 to deliver a digital campaign which changes with the time of day.
During the day, users will get the TT brand message across mobile, tablet, and desktop.
By night, they will get access to the MBA content, with user interaction built into the video.
The push will also feature “large format OOH” where back lighting will make headlights and virtual cockpit elements light up after dark.