Working with “Tokyo Calendar”, we developed content to match Audi’s brand image by focusing on chefs known for their innovative approach to cooking. To show that Audi is a premium brand, we involved restaurants with Michelin Guide stars and a long waiting list for table reservations. The participating chefs created original “Audi” course menus featuring dishes that depicted Audi’s Four Silver Rings. Our “test drivers” (we selected couples who were chauffeured to the restaurant in an Audi A8, Audi’s flagship model) served an exclusive dinner with premium service and driven home. It was a test drive unlike any other, delivered to people who wouldn’t ordinarily test drive a car and it served to bring Audi’s traditional brand values of innovation and premium in line with the appealing values of sophistication and hospitality.

Audi received over 1,500 applications for each of the five “test drives” (three couples selected for each) and over 7,500 applications in total. The new database of prospective customers is still being used by dealerships for sales promotion activities. The campaign was such a hit Audi has continued it in 2008.