Italy is best-known for the classical beauty that is so popular with tourists, but it also has a wilder and more hidden beauty you can reach with the help of quattro® all-wheel drive. In search of the perfect extreme conditions, the Audi official speaker and a crew of sound engineers set off in an Audi quattro®, rising to the challenge of the worst conditions in Italy in order to record radio and video commercials live in them. The sound recordings made during their endeavours resonated on the web and Facebook, where the selection process for the various locations to visit continued in a full-fledged competition fought out with ‘likes’ to choose the perfect region for each stage. We organised special test drives in the locations voted online, with breathtaking alternative itineraries. In parallel, the special outdoor and direct mailing channels gave a first taste of the most extreme conditions and invited people to take control of them in first person in our test drives.

520,000 YouTube views; 103,251 Facebook interactions; 6,422 test drives generated in only 3 months; 51% conversion rate generated by direct mailing: the answer given by Italians was perfect. So much so that Audi even created a special line for Italy: quattro edition versions. And now 45% of total Audi sales are Audi quattro.

First and foremost we exploited the Audi Italy Facebook page: Italy’s most popular automotive page. On Facebook, but also through special banners, we presented backstage insights about our various endeavours and carried on the process of choosing the next locations. On the ground, we organised special test drives in the locations defined as perfect for quattro®. In the outdoor and direct mailing channels, we gave a real taste of the most extreme conditions and invited people to take control of them in first person in our test drives.

520,000 YouTube views; 103,251 facebook interactions; 6,422 test drives generated in only 3 months: the answer given by Italians was perfect. So much so that Audi even created a special line for Italy: quattro edition versions. And now 45% of total Audi sales are Audi quattro.