AVL

A new brand journey

Scoop & Spoon for AVL

A new brand journey

1
2
3
Brand Movie
Brand Story

SCOOP & SPOON FOR AVL

A NEW AVL DIGITAL BRAND JOURNEY

For decades, cutting-edge automobile development and testing company AVL have focused on the driver and how their experience defines their vehicle. Through innovative technologies, the company has strived to make a more meaningful experience for those taking to the road. As the world moves towards a new era of automobiles – one that includes the potential for fully-autonomous vehicles – AVL remain at the forefront. SCOOP & SPOON, the award-winning international marketing agency, commissioned and developed a new brand video – or journey – for AVL, echoing how the company combines art and science to help customers its customers achieve their goals.

A digital branding campaign for a high-tech research company whose brand content was developed in a first-of-its-kind brand research project.

Play brand movie

1
2
3
Brand Movie
Brand Story

The brand story

SCOOP & SPOON worked from concept to creation with numerous partners to deliver a stunning brand video that reflects AVL’s ultimate goal –  to offer customers limitless opportunities when developing their automotive solutions. The three concepts – electrification, autonomous driving and combining art and science – are beautifully exemplified by live action, visual effects and a soundtrack brought to life by a completely new instrument commissioned by SCOOP & SPOON and AVL.

1
2
3
A new instrument
Art meets science
Visualising Sound

Creating a new instrument

SCOOP & SPOON and AVL Cultural Foundation commissioned New York-based artist Andy Cavatorta to create a completely new instrument, called the Irvine 7, to be used in the soundtrack for the AVL brand video. The Irvine 7 features six gallium phosphate crystals (the piezoelectric material developed by AVL used for manufacturing pressure-testing devices) which oscillate in pairs to create a futuristic sound that resonates throughout the AVL brand video.

1
2
3
A new instrument
Art meets science
Visualising Sound

Andy Cavatorta, sound sculptor

Where art meets science

Andy Cavatorta is an artist that combines emerging technologies with traditional art and crafts to find ways of creating new sounds. Working with SCOOP & SPOON and AVL Cultural Foundation, Cavatorta and his team created six prototypes of the Irvine, before the final version 7 was used to stunning effect in the AVL brand movie soundtrack. The futuristic sound the Irvine 7 creates symbolises AVL’s progressive technology; whereas the Irvine 7 itself represents AVL’s dedication to fusing art and science to help customers meet their goals.

1
2
3
A new instrument
Art meets science
Visualising Sound

Visualising Sound

Using proprietary tools, SCOOP & SPOON visualised the harmonic, sometimes haunting tones of the Irvine 7, creating a futuristic visual experience that runs throughout the brand video.

1
2
3
Digital Branding Campaign
Teaser Videos
Campaign performance

Animated Banners_

The animated banners enabled us to reengage users, who had seen and interacted with the video snippets and the brand movie across the Google Display Network.

Teaser Videos_EXPLORE

BRAND Movie_

For advertising purposes, the beginning of the brand movie was slightly adapted. It was important to show the client’s logo at the beginning of the video to drive brand recognition before users can skip the ad. Moreover, we wanted to inform users who the narrator of the great story in the video is. The two-minute movie achieved great results with an average view time of one minute and 30 seconds across platforms.

CANVAS ADS_

SCOOP & SPOON developed visually-engaging Facebook Canvas Ads especially for mobile consumption. Containing the brand movie itself, AVL’s solutions for electrification, calibration and autonomous driving, it also displayed information on the Irvine 7 instrument.

Digital Branding
Campaign

The video campaign consisted of three components – website, social media and mobile advertising linking to a beautifully-crafted landing page on AVL.com. Seven different video teasers were used as advertising within animated banners. The goal was to add engineers to the remarketing system, which was then used to re-engage the audience with the slightly adapted brand movie for online purposes as an advertising asset.

820k
Brand Movie Video views
1.7m
Users reached with canvas ads
16.7m
Users reached with animated banners
1
2
3
Digital Branding Campaign
Teaser Videos
Campaign performance

TEASER VIDEOS

To generate interest and raise curiosity, SCOOP & SPOON developed seven teaser videos (phase one of the campaign) which pull out key messages from the AVL brand video. These were complemented by subtly referencing audio in the engaging copy on AVL.com and Facebook. These teaser videos reached 4.6 million users in 30 days and the landing page on AVL.com received 686 thousand additional website visits.

6.2m
Users reached in 30 days
190k
Minutes of video view time on youtube

Tune your mind_

Connect and flourish_

Challenge convention_

Take center stage_

Vocalize your passion_

Harmonize connections_

Orchestrate your future_

1
2
3
Digital Branding Campaign
Teaser Videos
Campaign performance

CAMPAIGN PERFORMANCE

Through detailed targeting methods SCOOP & SPOON were able to reach 28 million engineers through various channels within 60 days. The teasers and the brand movie have been viewed over two million times, which is equal to more than 590 days of video view time. The landing page has been visited 780,000 times which accounts for an increase in website visits of 150 per cent compared to last year.

2.1m
Video views
780k
Landing page additional visits
855k
Minutes of video view time on youtube
28m
Users reached in 60 days

TEASER-VIDEOS

TUNE YOUR MIND…
TO THE ROAD AHEAD

Dieses Video konzentriert sich auf autonomes Fahren und darauf, wie ein besseres Fahrerlebnis möglich ist, wenn Fahrer und Fahrzeug besser aufeinander – und auf die Straße – abgestimmt sind.

JETZT ANSEHEN

TEASER-VIDEOS

CHALLENGE CONVENTION…
ONE DRIVE AT A TIME_

Das Video veranschaulicht AVLs Mission, die Grenzen der Technologie neu zu definieren, um Kunden dabei zu unterstützen, ihre automobiltechnischen Entwicklungen zu verwirklichen und Produktionsziele zu erreichen.

JETZT ANSEHEN

TEASER-VIDEOS

TAKE CENTER STAGE…
MAKE A RESOUNDING DIFFERENCE_

Indem AVL in allen Kompetenzbereichen an vorderster Stelle steht, kann das Unternehmen mit Kunden auf persönlicher Ebene kommunizieren und einen echten Unterschied bei ihrer Produktivität machen.

JETZT ANSEHEN

TEASER-VIDEOS

HARMONIZE CONNECTIONS…
WHERE VIRTUAL MEETS REALITY_

AVL ist führend bei Hardware für physische Fahrzeugüberprüfungen und bei Software für die Simulation unterschiedlichster Fahrsituationen. Das Teaser-Video untermauert diese Kompetenzen.

JETZT ANSEHEN

TEASER-VIDEOS

VOCALIZE YOUR PASSION…
FOR A GREENER TOMORROW_

Mit der Weiterentwicklung von Batterietechnologien und der Verbreitung von Elektrofahrzeugen nimmt AVL auch hier eine Vorreiterrolle ein und entwickelt Technologien, die dazu beitragen, die CO2-Emissionen weltweit zu reduzieren.

JETZT ANSEHEN

TEASER-VIDEOS

CONNECT AND FLOURISH…
THE WORLD IS YOURS_

AVLs globale Präsenz unterstützt Kunden dabei, ihre Mobilitätsziele zu erreichen, und das unabhängig vom Standort. AVL ist wahrlich ein Global Player und das Teaser-Video verdeutlicht diese Aussage.

JETZT ANSEHEN

TEASER-VIDEOS

ORCHESTRATE YOUR FUTURE…
WITH ART AND SCIENCE_

Die Kombination aus Kunst und Wissenschaft ist unglaublich wichtig bei AVL. Das bestätigt ihre AVL Cultural Foundation, die Menschen aus der kreativen Szene dazu ermutigt, sich mit Ingenieuren und mit Technik zu beschäftigen.

JETZT ANSEHEN

ELEKTRIFIZIERUNG_
AVL zählt zu den Pionieren in der elektrischen Batterieentwicklung für die Nutzung in Fahrzeugen. Über Key Visuals kommuniziert SCOOP & SPOON AVLs Vision für eine elektrifizierte grüne Zukunft.
KUNST UND WISSENSCHAFT_
Die Verbindung von Kunst und Wissenschaft ist AVLs Erfolgskonzept. Die Interaktion zwischen Fahrer und Auto ist jener von Künstler und Publikum ähnlich; diese wird von SCOOP & SPOON im Brand-Video visualisiert.
ECHTE AUTONOMIE_
Während die Welt sich Schritt für Schritt einer autonomen Zukunft nähert, ist AVL längst an vorderster Stelle: mit Technologien, die den Fahrer sowohl unterstützen als auch entlasten. Für SCOOP & SPOON stellt dies das Finale des Brand-Videos dar.

TEASER VIDEOS

ORCHESTRATE YOUR FUTURE…
WITH ART AND SCIENCE_

The combination of art and science is incredibly important to AVL, borne out by their Cultural Foundation that encourages those in creative industries to interact with engineers.

Watch now

TEASER VIDEOS

CONNECT AND FLOURISH…
THE WORLD IS YOURS_

AVL’s presence around the world helps customers achieve their mobility goals no matter which territory they reside in. AVL are truly a global company and this teaser reflects this message.

Watch now

TEASER VIDEOS

VOCALIZE YOUR PASSION…
FOR A GREENER TOMORROW_

As battery technology evolves and electric vehicles become more common, AVL are at the forefront, developing new technologies that help reduce CO2 emissions across the globe.

Watch now

TEASER VIDEOS

HARMONIZE CONNECTIONS…
WHERE VIRTUAL MEETS REALITY_

AVL are the leader in both hardware for physically testing vehicles and software for simulating any kind of driving environment. This teaser video reflects this message.

Watch now

TEASER VIDEOS

TAKE CENTER STAGE…
MAKE A RESOUNDING DIFFERENCE_

By taking center stage, AVL can communicate with customers on a personal level, making a true difference to their productivity.

Watch now

TEASER VIDEOS

CHALLENGE CONVENTION…
ONE DRIVE AT A TIME_

This short video reflects AVL’s mission to continue to push the boundaries of technology to help customers achieve their automotive development and production goals.

Watch now

TEASER VIDEOS

TUNE YOUR MIND…
TO THE ROAD AHEAD

This teaser video focused on autonomous driving and how the driver will have a better experience through a vehicle that is in more tune with them, and more in tune with the road.

Watch now

Electrification_
AVL strives for a greener tomorrow, and is one of the pioneers of electric batteries for use in vehicles. Through key graphics SCOOP & SPOON communicates AVL’s vision of an electric future.
Art And Science_
The fusion of art and science is key to AVL’s success. The interaction between the driver and the car is similar to the interaction between an artist and its audience. SCOOP & SPOON’s visuals throughout the video symbolise this.
True autonomy_
As the world moves towards a more autonomous future, AVL are at the forefront of driver-assisted and driverless technologies. SCOOP & SPOON recognised that this should be the stunning finale to the brand video.