Uniquely,Audi's channel is both medium and message. These evolve dynamically, each week learning from the last.Research informs both programme type and scheduling. At certain times of the day Audi prospects engage more actively and we schedule detailed, product- specific content such as celebrity test drives. In peak time, scheduling is more passive with hero entertainment programmes such as the RS4 Anatomy of Fear documentary. Both medium and message change constantly to reflect business priorities.

• Awareness: 82% awareness amongst Audi prospects with 70% viewing, Despite no ATL support.• Brand: positive shifts in prestige and modernity scores.• Internal integration: galvanising of internal business relationships and departments.• Communication: stronger integration and efficiency of campaigns across DM through to the Audi Magazine.