Audi put a literary spin on its owner’s manual to get people to actually read it

Ogilvy commissioned seven authors to write stories linking through to its instruction guides

Published On
Jun 14, 2024

Editor's Pick

Car manuals are among the least-read books in the world. To change that, Audi Spain and Ogilvy Barcelona brought in some literary firepower to stoke reader interest for a campaign called “Handbook Novels.”

As seen in the case study above, the agency recruited seven authors to create short stories featuring key words from the manual. Viewed on the website, those keywords were clickable, which opened up the manual itself. In a nice design touch, the key words appear in exactly the same physical place in the fictional work and in the manual—which made for an interesting challenge for the authors.

Ogilvy said the project, developed with Penguin Random House, achieved an average browsing time of 24 minutes by readers.

“I wrote the story with total freedom and then adapted the technical words,” said one of the authors, Miqui Otero. “In some cases I had to change the whole page: it's not easy to slip the word ‘antifreeze’ into a conversation between two lovers while two other characters are about to fight! It wasn't easy, but at times very entertaining.”

Popular Creativity stories from Ad Age:

Sign up for our daily Creativity newsletter to see the best stories of the day.

Credits

Date
Jun 14, 2024
Client :
Audi Spain
Client :
Audi
Agency :
Ogilvy-Barcelona
Executive Creative Director :
Roberto Fara
Executive Creative Director :
Noelia Fernández
Creative Director :
 Fran Arguijo
Art Direction :
Nico Farina
Art Direction :
Daniel Halifa
Creative Writer :
Willy Gutiérrez
Creative Writer :
Andrea Sánchez
UX Design :
Gabriel Pangua
Account Team :
Sara Farrés
Account Team :
Andrea Palacios
Account Team :
Isa Cisneros
Technology :
Juan Luis Pérez
Technology :
Paco Sirvent
Technology :
Ismael Luque
Production Team :
Monika Díaz
Production Team :
Jordi Roca
Communication :
Christian Martinez
Communication :
Laura Cuenca
CRM & BI Senior Manager Brand :
Gemma Sort
Brand Loyalty Manager :
Emma Castells
Brand Loyalty Sales Specialist :
Alba Lara

Need a credit fix? Contact the Creativity Editors

Industry
Project Type