The new TT had to re-establish its original cutting-edge credentials.

Music inspired the original design and was the natural relaunch platform.

Reversing the normal media model, 80% of the budget was reserved for production of an online property offering music aficionados content to listen to, play with, download, create, share and discuss.Great content travels. Its endorsement by a credible group, alerted mainstream audiences and broadcasters, taking the project offline.

The remastered message then reached a wider, Audi-buying audience with little need for above the line media budget.

TT Remastered has now become a long-term Intellectual Property.

TT Remastered was an Audi produced online platform built around 14 re-interpretations of iconic tracks and a variety of additional music content. Execution online of digital content, that gives more than it takes, allowed consumers to listen, play, download, create, share and discuss within a compelling environment. The content was packaged into a channel which offered variety and depth, plus episodic releases, encouraged a loyal following.

By creating great media content online Audi empowered consumers to distribute it. This established a long term content platform that will live beyond any traditional media campaign. The value of the platform and these assests has grown over time and looks set to continue.