'Now' - The basic idea behind the mail shot is to establish a link between Audi’s long tradition and modern approach. A line, in which the headlines are integrated, goes through the entire brochure. It starts with a Horch from the 20s and ends with the silhouette of the new A8, which represents a systematic continuation of the margue’s elegant heritage and technical edge.'One Step Ahead' - In order to present the new A8 appropriately, we developed a special folded design which almost turns every double-page spread in the brochure into a poster. We see a detail on the 'first' page, where we are sked a philosophically phrased question that focuses on Audi’s visionary skills – as in the first stage. The pages can be folded open downwards: we see a large picture of the A8 on the 'second' page and are given a detailed answer to the question in the form of the technical facts.'Heartbeat' – The new Audi A8 is such a sporty car that it makes the heart of any driver beat faster. We emphasise this by communicating facts not only about the A8 but also about the workings of the human heart, thus establishing a direct connection between them. The recipient of the mail shot can use the reply card to register for an event, where he is presented with a pulse meter to measure his heartbeat – as an appropriate follow-up to the mail shot.

• The acceptance level on the importers’ markets was very high: they were used in 28 of 33 possible countries.

• The response rate in Italy, by way of example: -1st stage 11.5% -2nd stage 52.35% -3rd stage 39.68%• 35.71% more test drives were generated by the three mail shots.