The brief from Audi was to launch the new A6 through confident, industry-leading communication and establish the car as a true C segment car and a direct challenge to its competitors. Creative needed to engage with C segment buyers to generate sufficient prospects to achieve sales targets, and communicate the new A6 as the most powerful and progressive in its class. All digital creative integrated with other campaign elements to ensure a consistent experience across all marketing channels. The target audience, predominantly male and average age of 52, needed to be considered.