Cannes Lions

AUDI A6

CP COMUNICACION PROXIMITY - PROXIMITY WORLDWIDE, Madrid / VOLKSWAGEN / 2005

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Credits

Overview

Description

A mailing teaser was sent with information about Audi's innovative philosophy. A parallel was sought with the thought of the artist M.C. Escher, whose work was based on 'new perspectives' creating seemingly impossible illustrations.

It also contained a gift, one of his works, Relativity , and an invitation to access a teaser site: www.nuevasperspectivas.com/teaser (password: jury).

In the second mailing – Resolution – it was revealed that it was the Audi A6: a vehicle so innovative it seems almost unreal.Further directions were given to the test drive and product site: www.nuevasperspectivas/site (password: jury).

Outcome

A total of 288 sales visits were achieved, a redemption rate of 24%. From these, 51 (17.71%)companies purchased a total of 104 vehicles.

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