The original Audi TT was an international design sensation, but it was released nearly 10 years ago. We were asked to launch the new, redesigned model to existing TT drivers.

While early sales had been steady, the company was entering a difficult period. Successive interest rate rises, high fuel costs, and share market jitters meant the demand for flamboyant purchases was cooling rapidly.

Audi has design at its heart. Customers are buying more than a car; they’re buying a design story. So we imagined being the designer, Gary Telaak. Given the attention the original model received, he and his team would be under a lot of pressure. We then told the story from his point of view, including the symbol of a difficult creative process: crumpled paper, in this case; six original sketches of the new TT. Underneath them was a brochure that outlined the design process.

Prospects could also book a test drive and then email Gary about their experience.

The economy may have been taking a hit, but sales certainly didn’t.

Instead of facing disaster, Audi enjoyed strong demand for the TT from existing customers. So much so that sales were maintained at existing levels during what was expected to be a tough period. In fact, demand was so strong that Gary Telaak even received one email from a customer whose local dealer had sold out! A smartly designed car and some smart DM helped ensure the TT will retain its iconic status.