Audi R8
So when we launched the Audi R8, we told people to "revise their list of dream cars". We created a TV spot that showed an Audi R8 leading an entire fleet of Audis through an etherial, dream-like tunnel. A fantasy drive, that showed the R8 as the new leader of the Audi fleet, and the epitome of the Audi tagline, "Vorsprung durch Technik".
For the R8 Spyder, we focused on helping people make their wildest dreams of owning an Audi supercar come true. We gave timely advice to students returning to school in the fall, with a billboard whose headline read, "Stay in school". The billboard became the centre of online discussion, and was posted to many blogs, including Jalopnik. In newspapers, we also ran meteor shower calendars to help hopeful owners wish upon a star, just prior to one of the largest meteor shower displays in North America. It was a sensational hit, being praised during the morning news on Breakfast Television.
