The concept created for the release of the car was “The rebirth of the Audi A3.” In order to illustrate this we brought in two robots from Germany, which were programmed to sculpt a block of resin into a perfect replica of the new model. The robots were placed on a stand in a high-traffic area of Sao Paulo, and for 10 days the public watched the rebirth of the Audi A3 through technology.

The sales results went beyond expectations.The value of the spontaneous media generated corresponded to 75% of the total investment.The performance of the internet communication was surprising: a traffic of 464 terabits was recorded, with 500 simultaneous hits. There has never been a live action of this magnitude.Most importantly: sales exceeded projections by 11%.