We created a web of communications content that was both culturally interesting, but also dark and edgy. The ‘Sinister Extremes’ work was tied together by strong visual and thematic elements, with the emphasis placed on generating maximum interactivity with the communications, including Bluetooth, interactive TV, music downloads, editorial specials and experiential events.

For the first time Audi beat BMW on overall brand image tracking scores. Sales targets were thrashed. The halo effect created a big surge in enquiries for the standard A4 and tracking showed we’d increased desirability of the brand as a whole, putting brochure requests at an all time high.