Audi are at the cutting edge of technology and wanted something special to launch the new A3 Sportback. A TV ad showed the car being tested by forensic experts to reveal its “Vorsprung durch Technik” DNA essence.We created a viral movie that shows the car being tested as the perfect match - for you, the viewer.The film features the car DNA coming together, and it spells your name! After viewing the film you are sent your own personal invitation to a test drive as a direct mail piece, which features the DNA from the TV and viral films. Zero wastage and maximum impact.

We believe integration is not every channel looking the same – but rather creating a core idea adapted sensitively for each medium. So, the TV ad rolled out first to set the scene of Vorsprung durch technik and DNA tests. Then the Internet film broke two weeks later to extend the campaign and deepen the “DNA test” idea, with the unique personalisation showing your name. When you send to a friend he speaks their name too! The personalised “DNA” mail packs were dispatched within seven days to viewers of the film on a rolling basis.Audi dealers were passed on details of the direct mail requests to target with test drive offers.