By the start of 2011, Audi had experienced unparalleled success in the Le Mans 24 Hour race, winning 8 races in 10 years.This level of success left a completely open field which no other automotive brand could claim. The brief from Audi was how could we use this success at Le Mans, to further reinforce and build Audi’s ‘sporty and progressive’ brand perceptions.

They wanted to reach Audi VIPs, key stakeholders as well as the wider Audi-buying and considering audience.

Despite the rise of digital, high-quality print remains the lingua franca of prestige brands. Our solution was to create a premium, limited-edition book which beautifully brought to life 24 stories of how Audi prepared for the race.‘24’ is designed in the same way that Audi approach Le Mans: linear and with purpose. The book is large format to best display photography which focuses on their detailed approach. The choice of materials was functional and never gimmicky.The content was also distributed in The Sunday Times, both as a large-format supplement and their first 3rd-party iPad supplement.

The book was part of a wider campaign which included a 3D TVC, print ads, showroom materials and social media, so it is impossible to show the results of the book in isolation to the wider campaign. However we saw an immediate uplift in ‘serious consideration’ of 17%. Our Net Promoter Score also increased by 17%. (Source: Millward Brown)One blogger has said “’24′ will undoubtedly become a highly collectable work” and indeed copies have been trading online for upwards of £100 a book.