The creative execution makes the Audi A3 the star of a movie. Media picked this message up by using a star concept, giving the brand publicity and distinctiveness. Publicity was generated by placing streaming ads on all important Internet sites with cinema content, as if it were a real Hollywood movie. Distinctiveness was achieved by exclusively airing the full six-minute version in full-screen size on the Internet, clearly showing Audi’s appreciation of the Internet community.

Media efficiency was excellent as airing the sixnute version exclusively on the Internet and treating it like a movie generated strongest word-of-mouth. Therefore, a tremendous increase of visits (+ 140%) on www.audi.de was achieved, meaning almost 2/3 of the target group intentionally watched the film on the Internet.