The clean execution communicated the car’s confident persona. The bold, confident car-porn shots demanded attention. The headline encouraged passers-by to stop and stare, then experience the R8 one stage further. The call to action ‘Text R8 to 86100’ triggered the ringtone to be sent to users. This kind of active participation engaged with both brand and car. The ringtone, played on mobile, records the initial door slam and ignition to the R8 engine racing down the Silverstone race track.

Car enthusiasts of all ages.During the two week campaign, 22,632 ringtones were downloaded, with a further 4,000 ringtones downloaded by car fans the week after the 1,366 roadside posters were removed. The novelty of the car sound was designed to encourage viral SMS and Bluetooth distribution and it is estimated that this has extended the campaign to x3 as many handsets users, circa 76,000 handsets.(Statistic references: Sponge)