The goal of the Audi A2 poster was to change compact luxury car buyers minds about the benefits of the Audi A2’s unique aluminium construction. The outdoor media was an obvious solution since it is exposed to the same weather conditions as cars. By substituting the traditional billboard with a metal plate, we created similar conditions for the billboard as for cars. There was a very strict criterion for the positioning of these posters. Effectively, each site had to be hand picked for its relationship to the road and the direction from which the worst weather came. This combined with daily checking created a larger media headache than usual. The Audi A2 billboard uses a highly polished raw metal plate. As the metal rusted it revealed the car and headline, which had been coated in an invisible lacquer. This process, which took between 1 & 2 months, was dictated by the weather and the precise positioning of the billboards.Why is it a great idea in this context?With slow sales of the A2 we took advantage of the poor weather conditions to illustrate the advantages of the Audi'’ aluminium construction.

Why should it be a winner?Research told us that consumers were unable to appreciate the benefits of aluminium construction. The relatively short ”rusting” time of the billboard allowed us to demonstrate the benefits of the Audi A2 over its competitors in a dramatic way.

There was a very strict criterion for the positioning of these posters. Effectively, each site had to be hand picked for its relationship to the road and the direction from which the worst weather came. This combined with daily checking created a larger media headache than usual.