Somo, an international mobile marketing expert, has produced a cutting-edge HTML5 animation to complement the cross-media launch of the new Audi A6 Avant which extends TV ads to mobile.
In Audi’s new TV advertising, produced by BBH, a nimble metallic bird showcases the lightweight aluminium and steel construction of the A6 Avant. Somo’s mobile-specific ad brings the bird to life on the mobile screen, enabling it to glide effortlessly in a sophisticated, seamless simulation of real life. In keeping with Audi’s ‘Vorsprung durch Technik’ philosophy, Somo used the latest HTML5 technology to animate the rich media mobile banner and deliver an engaging brand experience.
The uptake of HTML5 has been rapid and, because of its compatibility with various mobile platforms, is set to rival the use of Adobe Flash. By 2016 more than 2.1 billion mobile devices will have HTML5 browsers, up from just 109 million last year, according to ABI Research projections.
The ad works across all mobile platforms, using multiple animation components to offer a realistic moving image. It then gives the option to explore the A6 Avant by deep-linking to the model page on the Audi mobile site, which was also designed and built by Somo and shortlisted for a Meffy, Blades and Mobile Marketing Effectiveness Award.
Hugh Fletcher, National Digital Manager of Audi, said: “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, said: “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.”