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Where am I? › Home › News › Advertiser Verticals › Automotive
AKQA, Audi Tap Driver Frustration With Real-Time IndexJoan Voight | October 7, 2011 | 0 comments
Audi knows that buyers of high-end autos are quick to rant about potholes and lousy drivers, so TV ads for the newly launched 2012 Audi A6commiserate with those feelings. But how to channel that misery on the digital front? The answer is the Road Frustration Index, which quantifiesthe real-time status of traffic, accidents, weather and unhappy tweets on the roadways in major U.S. cities.
The branded index (visit site), still in beta, is presented in the form of a map that’s designed to make it easy to compare current driving conditions invarious cities.
To turn the idea of a misery index for drivers into a reality, Audi of America and its digital agency AKQA connected with MIT’s SENSEable CityLab. The lab has worked with Audi for years on researching intelligent city transportation through the use of data. AKQA collaborated with the labto craft the algorithm that drives the index and to refine the index infographics.
Including social media sentiment makes the RFI more subjective - and potentially a more riveting marketing tool - than a straightforward collectionof facts. Drivers’ feelings are captured from keywords on Twitter, such as "traffic jam." And Twitter sentiment doesn’t always follow conditions.For instance, on the evening of Oct. 5, outspoken drivers in Philadelphia ranked very frustrated even though their road conditions did not rank asparticularly bad.
The frustration index debuted in mid-September just before the TV and print advertising “as a way to set the stage,” says Chris Guest, AKQAgroup account director. The Audi USA website, Facebook page, YouTube channel and a new Audi A6 iPad app all link to the index, which can beembedded and shared.
Audi wants to quantify how frustrating the American roads are because its A6 model offers features that can alleviate some sources of frustration,such as a technologies that adapt the car to poor road conditions and warns you of drivers straying into your lane. The Facebook promo for the RFIsays, “Looks like the new Audi A6 is here in the nick of time.”
But once the novelty wears off, will consumers study and share the branded index over and over? Guest says the RFI’s simplicity will help. “Userscan find their own stories with the data,” he says. “The weighted index allows fair comparison between cities regardless of size, settling long-timedebates. For instance, our Audi clients won their bet with us that D.C. is a more frustrating place to drive than the Bay Area,” he notes. “At anational level, we can see the impact that holiday weekends have on America's motorists. And the good people of Sacramento, Calif. might focuson why their city suffers so terribly.”
Branding is kept low key. A logo is evident and there is a link that suggests the A6 is a way to cope with users’ on-the-road frustrations. The indexalso links to sites for Waze, SeeClickFix, Roadify and Trapster, where visitors can find user-generated info about local road hazards, parking andcheap gas. The RFI registered 2,000 Facebook likes in mid-Sept, shortly after it launched. By Oct. 4, it was up to 3,000 likes and the overall AudiFacebook page had accumulated 3.8 million fans.
Below is a visualization of the RFI for New York City on Friday, October 7:
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42 Reactions
Kevin Doohan AKQA, Audi Tap Driver Frustration With Real-Time Index <-cool idea. grats 2 brand & agency.
Catherine Davis Audi Taps Into Driver Frustration With Real-Time Driving Index to Leverage Car Features via @johnbattelle
Rich LeFurgy congrats @tombed Very cool driver frustration index by AKQA & Audi Check out your City: http://bit.ly/nNdjr9
Justin Nesci Utility over branding... AKQA, Audi Tap Driver Frustration With Real-Time Index |
Anita Cohen-Williams AKQA, Audi Tap Driver Frustration With Real-Time Index | ClickZ
Matt Pierson AKQA, Audi Tap Driver Frustration With Real-Time Index
Jody MacPherson Creative use of social media for marketing by Audi, a Road Frustration Index to check road rage conditions. #in
Testify. Audi tap into Twitter sentiment to inform their real-time Road Frustration Index of disgruntled drivers -
Sean Seelochan AKQA, Audi Tap Driver Frustration With Real-Time Index
Jared Meisel Check out Audi's Road Frustration Index (RFI), from Audi & AKQA. Article: http://www.clickz.com/clickz/news/2115648/akqa-audi-tap-driver-frustration-real-index. Site: http://www.roadintel.com/#us_view/map_view/overview/hour/6/4e8b73d65e3f3362af000001
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ABOUT THE AUTHOR
Joan Voight, based in the San Francisco Bay Area, has covered online and offline media, marketing and advertising since the mid-1990s for several
business publications. She spent nine years at Adweek magazine, where she was San Francisco bureau chief, national senior writer and contributing
reporter.
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