Christmas is a notoriously difficult time for car dealerships as people tend be focusing on their Christmas
shopping instead of high-ticket purchases.

So, rather than fight against the noise of Christmas, we decided to work with it, creating Audi’s answer to driving sales over the festive period.

Santa’s Wonder-Lab.

A Santa’s Grotto with a difference, where big kids get to test drive the cars and little kids test drive the latest tech toys.

Whilst family’s normally queue to see Santa for two seconds and a pack of pencils in traditional grottos, we wanted to create the most magical tech advanced experience possible - aligning with Audi’s values.

We achieved this by building a bespoke modern version of Santa’s workshop in Audi Centres with; projections, an Interactive app, motion graphics, lighting sequences and magical buttons which released presents down a chute and reactive sound design.

In partnership with Global media we promoted the experience through radio trails and invited radio presenters to try the experience with their families, generating social content that encouraged other families to do the same.

Santa’s Wonder-Lab visited 40 Audi Centre’s nationwide, bringing joy to 707 families over 4 weeks up to Christmas.

From initial briefing to delivery was just 7 weeks!

Creative Director: Claire Baker