The aim was to create noise around the launch of the new Audi R8 supercar in a way that was true to the brand’s promise of innovation, Vorsprung durch Technik. We wanted to place mobile at the heart of an outdoor idea. The outdoor would demand consumer attention and give us reach, guiding consumers towards a mobile interaction. The mobile interaction would convince prospects to convert to buyers and create desire among those who couldn’t afford to do so. It would also lead to the creation of a database of consumers who had actively sought to engage with the Audi brand.
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