The overall campaign concept was 'New Audi A4. It doesn't leave you indifferent', where inert objects come to life showing their admiration and surprise as the new A4 passes.The prospective customer received, successively, 3 postcards (off or online, depending on whether we had their email address), in which 3 inanimate objects described their surprise at 'something' they had seen.Finally, Audi revealed this 'something' – the new A4 – on a fourth postcard. This showed only a car on the front and more information could be requested by telephoning 902, or by connecting to www.thisismywork.com/nodejaindiferente. They were also offered a test drive.

A total of 240 sales visits were achieved, a redemption rate of 24%. From these, 44 companies (18.3%) purchased a total of 132 vehicles.