“Ingolstadt – we have lift off”We wanted to tap into the questioning, discovering spirit that still lay dormant in their hearts and minds and use the sensible Audi A6 to rekindle their childhood dreams!We decided to offer them the ultimate experience. The chance to win a trip into spaceWe established a partnership with New Scientist magazine who, through their links with a space tourism outfit in Virginia, Space Adventures, could help us buy into a pioneering sub-orbital space programme. This would allow Audi to offer one very lucky person the chance of a lifetime – to become an astronaut.

Audi is a technology brand, nothing else we’d ever done would embody the meaning of Vorsprung durch Technik as much as this.

This would then be a platform for talking to consumers and getting the car talked about.

Winatriptospace.co.uk generated over 55,000 unique users and 2,500 competition entries. 9 % of all new car buyers were aware of the Spaceflight promotion.A6 sales were up 38% in March 2007 versus March 2006.

Brochure requests were up over 80% year on year