With the Audi A5, Audi was coming back to the coupé market, in which traditionally it had had great prestige and from which it had been away for many years.Audi asked for an action to hit the clients in their database who might be interested in the model. The A5 is a peculiar model but with an important sales objective within its niche, so the segment to hit was very specific, but the campaign had to generate a lot of notoriety and convey the highly emotional values of the new vehicle.

The Audi A5 is a highly emotional model, aimed at major car fans who seek dynamism and enjoy their driving. At the same time, it’s a group for whom design and aesthetics are very important, because their vehicle becomes an expression of their personality.A mailing was designed and aimed at clients who were thinking of replacing their current vehicle and who were potential buyers of the new A5.The creativity, shaped as a tale, told the Legend of Beauty and Dynamism, two ancient forces that had always walked together and that had been separated by man, because of his envy and resentment, when his history was just beginning. Only Audi has been able to join them in the shape of the new Audi A5.

The campaign was met with great acclaim by Audi’s clients, who made their feelings known through e-mails to the brand and in the dealerships.Furthermore, a 6.3% redemption rate for test drives over the total number of hits was achieved.This campaign manages to focus on the two most important and sale-decisive product attributes: design and sports-car dynamism. And it does so with excellent creativity, almost artistic.In this way, product, strategy, concept and execution are tied together in a perfect sonnet.