We blurred the lines between sponsorship, promotion, content and marketing with an event celebrating Innovators such as John Malkovich, k.d.lang, and Narciso Rodriquez. Local gala celebrations showcased these individuals complete with light spectaculars and a VIP invite list to generate PR. The series culminated in a dedicated A&E on-air special. Eight-page inserts also included our Innovators and, along with TV spots, directed our independent audience to neverfollow.com where there was more in-depth information on both the events and the new A8L.

After the launch, consideration measures went up +20-74% in terms of being sophisticated, well designed and a car with outstanding quality. The program delivered over 102 million PR impressions and sales of the Audi A8 increased 170%.