All 12,000 issues of Diplomatische Magazin published on 29 October 2008 featured a bullet hole that extended from the cover through the first third of the magazine. Only the advert for the Audi A6 Security was able to stop the “bullet”.

Although the target group for this product is very small, there was a noticeable increase in interest in the Audi A6 Security. The media concept generated a great deal of attention and was widely discussed within the target group. It also reinforced the image of Audi as an innovative brand.